•7CTK1NSOM ^ KrimsoH
■ 4- 4- -.. ,vj
N THE last pages of this
volume you will find the
names and addresses of
the largest and most
in the United States in the different
branches of supplies for Sign
Painters and Show Card Writers.
As publishers of this volume, WE
GUARANTEE any orders sent
them will be promptly executed, at
their reasonable, low prices.
Frederick J. Drake & Co.
^ COMPLETE Jf
FREDERICK J. DRAKE & CO.
CHICAGO, U. S. A.
)C!. A 3:} 0318
^ A modern treatise on card writing with the sole intent of
i presenting in a clear and concise form all that can be desired in
) the way of practical method execution and design, relative to the
i art as applied and practiced in every-day work in show card
shops or studios, and department stores.
Between the covers of this work will be found a series of
instructions written and illustrated in a manner which will enable
anyone of average intelligence to acquire a thorough working
knowledge of this interesting, agreeable and lucrative profession.
There is much in the work that has been gleaned from con-
temporaneous talent for the very good reason that a work of this
kind to be complete and broad should be contemporaneous, giving
expression to the methods most in vogue with present day experts
and also a strong showing of contemporaneous design.
All art is subject to never ending development and it would
be impossible to anticipate all contingencies or compile between
the covers of any book however large all that might be said upon
this or any kindred subject; however, it is believed that the prac-
tical phases of the art have been thoroughly covered, so thoroughly
in fact, that the work is respectfully submitted and dedicated to
the Show Card Writing Fraternity and those desirous of entering
FRANK H. ATKINSON.
SHOW CARD WRITING
The growth of this branch of the sign painter's profession
has increased very rapidly within recent years. The demand for
clever artistic cards can be attributed to the progressiveness of
the average merchant.
Card writing in the old days, a decade or more ago, was
usually supplied by the local sign painter who did not cater to
the work and very seldom considered it of enough importance to
install equipment for the rapid and artistic execution of cards.
A show card order invariably found its way into the "knock-out"
department and "grovmd" out in a hurry.
A few there were who had the foresight to depart from sign
painting and take up show cards as a specialty and they, in turn,
became the vanguard of present day Show Card Writing,
incidentally reaping a golden harvest for their pains.
Following will be found instructions as to use of latest tools,
brushes, materials and methods used in modern show card
With reference to materials, it is suggested that only the best
are to be considered, especially brushes. All expert letterers will
be found in possession of the very best tools, the care of them
almost a religion.
The card writer is fortunate in needing but few tools and
materials in the execution of his work. At the start it is not
necessary to equip with all the various things required to produce
unique and odd effects. The following list will suffice and includes
everything essential for ordinary work :
One No. 4 red sable rigger, one No. 6 red sable rigger, one
No. 10 red sable rigger, one No. 12 red sable rigger.
One-half dozen, assorted 1 to 6, Russia sable brushes.
Marking pens, Nos. 1 and 3; shading pens, Nos. 1, 4 and 5.
One No. 8 flat show card brush, one No. 10 flat show card
brush, one No. 12 flat show card brush.
One bottle black shading ink; one bottle red shading ink;
one ounce usual gold bronze; one ounce striping gold bronze;
one box white school crayons; one box artists' charcoal; one pair
large shears; one sponge (rubber), one straight edge; one
T-square; one wooden pencil compass; one jar Monogram fresco
2 SHOW CARD WRITING
color, black; one jar Monogram fresco color, flake white; one jar
Monogram fresco color, ultramarine blue; one jar Monogram
fresco color, deep Turkey red; one jar Monogram fresco color,
light Turkey red; one jar Monogram fresco color, medium chr.
yellow; one jar Monogram fresco color, light chr. yellow; two
Soennecken jiens, Nos. 5 and 6; two stub pens, Nos. 1 and 4; one
soft lead pencil, H. B.
The al)ove list of materials will be supplied to you direct b_y
the pul)lishers of this book at the low price of $7.50 — the equip-
ment will be found to be first class in every particular.
Do not attempt any lettering with the brush until the 14
strokes necessar_y in the formation of an_v letter or scroll are fully
Pigi _. These strokes are shown in Fig. 1, where
they are combined in the formations I, S, 0, and
again in their individual form in Fig. 2. Bear
in mind that constant practice is necessary to
master these strokes and the control and use of
the letternig ])rush. Always make a brush stroke continuous.
Avoid short, "choppy" strokes. Practice will demonstrate that a
line, either curved or straight, can be drawn much more exact and
1 z iV'^
pleasing with a moderately rapid, stead^y stroke, than when the
movement is slow and hesitating.
Always begin a letter liy executing the vertical strokes, the
left vertical stroke first (finished letters), and the right vertical
stroke next. Execute the correct formation and proportion of
the letter first, after which add the spurs or other peculiarities,
which as a rule do not affect the proportion.
In Brush Practice
Note the following: Do not work with a sharjily pointed lu'ush.
Brush should have a "flat" point like a chisel and kept so by keep-
ing the hair spread by stroking upon a palette at each recharging
of the brush. (For flne line short stripe, the brush can be turned
edgewise of the flat ]ioint and the line drawn rapidly with the
THE SINGLE STROKE METHOD 3
bare tip or extreme point.) Wlieii joining two brush strokes do
not resume at the stopping point of preceding stroke, begin a
short distance back or inside the preceding stroke and gradvi-
ally work the "pencil" to point of continuance. No matter how
long a stroke is it should appear as though drawn in one operation.
The brush should be held between the thumb and forefinger
fii-mly, but lightly, in much the same position as a pen or lead
pencil, not stiff or rigid, but so as to allow the handle of the brush
to roll between the fingers when necessary, as in the execution of
Try to maintain a uniform light pressure unless a "swell" is
desired. In this case, first place "point" to surface at begin-
ning of stroke, increase pressure gradually until the required
width of stroke is reached, and then decrease the pressure termi-
nating the stroke at point of brush.
(The foregoing paragraph applies only to "single stroke
script.") Draw lines slowly and continuously at beginning of
practice. Execute a straight unwavering line on the side that
represents the "finished edge" of the letter, pay no heed to the
inner edge of stroke.
This rule cannot be followed in "one stroke lettering," as
both sides of the stroke must be uniform and straight. "One
stroke work" requires an even pressure on the brush constantly
except in "one stroke script" where the swell occurs.
Keep V)rush well charged with color to avoid ragged edges.
If brush is too full of color, or color too thin, it will get beyond
control. Color must be proper consistency, not thick nor too
thin. If too thin, it cannot be controlled. If too "thick," it will
"pull" and refuse to flow freely— resulting in an imperfect line.
Dipping the brush in the color is not all that is required be-
fore applving it to the surface. To thoroughly "charge" a brush
and get "shape" to it after dipping, work it back and forth on
a palette, turning to right and left several times, after which draw
it gentlv toward vou on one side, the "side" resting on the palette
should now be applied to the surface. Charge frequently, never
work with a "semi-dry" brush (the secret of good execution is a
fully charged pencil), and eventually acquire the ability to execute
with light touch, enabling you to execute with point of brush and
the brush fullv charged. Do not form the habit of "hard pres-
sure" on a lettering pencil— there is nothing in the heel of the
brush, it's all in the point.
THE SINGLE STROKE METHOD
The term "one stroke" is applied to a letter whose individual
parts are executed with one stroke of the brush; thus the Egyptian
4 SHOW CARD WRITING
letter "K" one stroke, is executed with but three strokes of a
suitable brush. (Brushes having fine square points and those of
the "flat" variety, are most suitable for "one stroke work."
Properly "loaded" and with the proper "touch" a square "start"
and a square "stop" Avitli uniformity of stroke is the result.)
The "start" and "stop" of the stroke and its general swing
determines its claim to character.
To execute the Egyptian "K" in the finished method requires
10 distinctive strokes. On card work, oilcloth and muslin signs
it is highly commendable to use "single stroke" lettering, or upon
am" sign work of a temporary nature, owing to the rapidity of
Do not confuse the "single stroke" method with carelessly
executed work. It requires more ability and good expert touch
to execute a "single stroke" letter than it does to execute a
"finished" letter for the reason that the mmiber of strokes are
reduced to a minimum, whereas a "finished" letter is a letter
correctly formed and executed in every detail with equivalent
strokes necessary to Ijring this result.
Letters outside of the "Pen Alphabets," viz.: Lettei*s carry-
ing thick and thin strokes are not adaptable to the single stroke
system, excepting heavy script, which readily adapts itself to
the "single stroke" method by using the "swelling" stroke.
Those best adai)ted arc the Egyptian, Round Full Block, Mod-
ern Full Block, Eccentric Block, Tuscan Block and Modern Italic.
These can all be rapidly formed in "single stroke" minus
the accurate finish of spurs and minor detail which would class
them in the finished order.
As mentioned, the Pen Alphabets, such as "Bradley Text,"
"Old English Modified," "Pen Roman," "Round Writing," etc.,
are readily adapted to rapid one stroke execution.
Never do an inscription entirely in "one stroke"; execute dis-
play lines in "finished styles," reserving the "single stroke" let-
tering for the less important text of the inscription. Following
this suggestion your work will always have character and "classy"
On rush work, incident to special events, such as Fairs, Carni-
vals, Department Store Sales, etc., the opportunity is great for the
development of designing and letter composition that will come
under the "single stroke" head and have the appearance of serious
high grade work. As much Art can be introduced into temporary
sign display via the rapid stroke route as in the serious conserva-
tive field of permanent sign painting.
Cultivate a knowledge of abbreviated ornament, principally
Rococo, which can be rendered quickly. Odd shaped panels, and
BOLDNESS OF STKOKE 5
in fact anything in the way of embellishment which is nncon-
This snggestion alone gives one nnlimited scope in clevelojp-
In order to acquire confidence it is necessary to work as
rapidly as possible, with a "knowing decision" as to direction and
formation of stroke.
BOLDNESS OF STROKE
And it is well not to work too carefully — ^boldness is the
slogan of all experts and to hesitate might spell failure in the
ease of one naturally timid. Faithful practice will eventually
bring results — do not expect to master brush manipulation with-
out conscientious, hard, earnest effort.
THE BRIDGE OR ARM REST
The "bridge" is made from a strip of pine, 1 inch by 21^ inches
by 36 inches. Plane it smooth and tack a block at each end 1 inch
by 21/0 inches by 2^/2 inches, slightly round the top edges and it is
ready for work.
The bridge is recommended for the display or feature letter-
ing on a card which is usually in a "finished" style. Most experts
do not use the bridge at all; they prefer to rest the "brush hand"
directly upon the card surface.
The object of the bridge when used is to give steadiness to
the hand and increase the latitude of all strokes, raising the hand
as it does about 2 inches above the card surface.
POSITION OF THE WORK
Card writing should l^e executed upon an inclined plane, the
letterer to work in a standing position.
The best card bench to be had is the popular "DRAWING
TABLE" found in all artists' material houses. It is qi;iekly ad-
justed to any desired plane, and can be raised or lowered. A
thin piece of moulding strip tacked on bottom edge of table to act
as a "ledge" will prevent loose cards from sliding off of table.
SHOW CARD BRUSHES
The lirush or tool is the most important item of card writing.
RED SABLE BRUSHES stand in the front rank as the best
for water color Avork. The brush known as "RED SABLE
RIGGER" is the most popular card brush. It is "regular stock"
6 SHOW CARD WRITING
in all supply houses, and when put into commission the handles
should be cut to a 6-ineh length.
Bert L. Daily, Dayton, Ohio, caters exclusively to card writers
and sign painters in the brush line and has several very fine spe-
cial brushes that are made to his special order. His catalog will
enlighten those interested in the special tools designed to meet
the demands of critical experts who will have only the best.
CARE OF BRUSHES
Brushes used for lettering should be religiously cared for.
Brushes used in water colors should be thoroughly cleansed in
water and smoothed between the fingers to their natural position
and laid away carefully.
Never stand a brush on end, as the weight of the handle will
so warp the hair that the brush is practically unfit for use.
Never allow brushes to dry with color in them.
If several brushes and colors are in use on cards, rinse each
brusli l^efore laving it down, and in this way save time, temper
The pens most used in card writing are of several varieties
and sizes, as follows:
STUB PENS, RULING PENS, SOENNECKEN PEN,
SHADING PEN, MARKING PEN.
All of til CSC ]X'ns can be found and purchased from The New-
ton Automatic Sliading Pen Co., Pontiac, ^lich.
The STUB PEN is used for very small lettering on cards and
price tickets. They can be obtained in many sizes and before use
Marking Ffen glrokes
should ))e slightly softened hy placing pen in holder and holding
lighted match to the point 2 or 3 seconds and then QUICKLY
dipping into water. It is then ready for use in ink or properly
thinned down color.
Pens all sizes are adapted especially for the Alphabets, known
as OLD ENGLISH, Bradley Text, Round Writing and several
of the modified Roman stvles.
RULING PENS ^
The pen strokes are shown in Fig. 3. It is best to fill or
charge pens with a brush or pen filler instead of dipping; in this
way the danger of blotting is reduced to a minimum.
Practice the PEN STROKES as perseveringly as you have
the brush strokes. You should be as proficient with the several
sizes of pens as you are with the brush before anticipating much
real progress. Upon the mastery of brush and pen will depend
the success you wish to attain.
Card pens are not as elastic as the writing pens everyone is
familiar with, hence they will require more "pressm-e."
They should be cleaned frequently and kept clean when not
in actual use.
The Ruling Pen is used exclusively for straight lines of differ-
ent widths, regulated l)y the thumb screw^ that passes through the
They are very useful for drawing lines on price tickets and
for underlining purposes.
Must be filled by passing a brush charged with ink or color
between the blades, depositing the ink to depth of V^ inch in point
of pen— the outside of the blade should be kept clean.
Ruling Pens cannot be used for any free hand pen work;
must be guided by straight edge or "T" square.
Any kind of ink, water color or water mixed with bronzes
may be used in Ruling Pens; if the ink or medium refuses to flow
from pen, touch point of pen to back of finger. The pen must be
held in an almost perpendicular position wdien runnmg Imes.
Soennecken Pens can be used for every purpose that the
"stub" pen is used for, particularly adapted to Engrossing Text,
Round Writing, Old English, etc.
Marking Pens are to be used in the same manner suggested
for Soennecken and ' ' stubs. ' ' They are larger in size and adapted
for full sheet cards and double full sheets, where a larger text
is used in executing the inscription.
Fcllowing suggestions cover fully the manipulation of the
Marking Pen. Fig. 3 shows all the strokes.
Hold pen same as in ordinary w^riting, being careful to estab-
lish a position that will give point a 45 degree angle when placed
8 SHOW CARD WRITING
upon the paper; once established this position must be maintained
throughout the whole inscription devoted to pen execution.
The whole width of the pen should at all times rest evenly
upon the card surface, regardless of the direction of stroke.
All fine lines are rendered by sliding pen edgewise, the gradu-
ated "faces" of other strokes are created automatically by j^res-
sure. Continued practice will demonstrate this.
Practice the strokes and after mastery you will find that a
proper combination of these strokes will form any of the styles
known as PEN LETTERS and previously suggested.
These pens are so-called for the very pleasing feature of the
"double-value" stroke; i. e., one stroke of the pen makes two dis-
tinct shades or color values. The lighter color value that flows
from the left side of the pen is known as the shade or thickness,
the deeper color value is known as the main stroke or "body" of
SHOW CARD COLORS
MONOGRAM FRESCO COLORS (Geo. E. Watson Co., Chi-
cago) are the colors most suitable for card work. They are rapid
and have the advantage of being previously ground in water to a
suitable degree of fineness. The adhesive or binding quality must
be added when a color is to be used.
Japan and oil colors can be used successfully in lettering cards
and are often used in sign shops where the volume of card work is
so small as to render it impracticable to carry a water color
Also bear in mind that card signs exposed to the elements
should alwavs lie executed in Japan colors, or water colors mixed
with LIQUID GLASS.
Liquid Glass can be obtained at the nearby drug store and
works with water color quite agreeably.
Most of the dry colors can be gromid in water, either in small
druggist's mortar or upon marble or ground glass slab, using
glass muller or large palette knife or spatula, after which add
adhesive enough to bind the color sufficiently to prevent same
from "rubbing up" after the color is dry.
ADHESIVE FOR WATER COLORS
Obtain a pound of DEXTRIN at drug store; dissolve in boil-
ing water say 1 quart; dissolve as nuicli as the water will take up;
ANOTHER GOOD ADHESIVE 9
stir constantl,y while dissolviug, after which strain through cheese
cloth and when cool add OIL OF CLOVES, 20 drops to the quart,
to prevent mold and souring.
ANOTHER GOOD ADHESIVE
One pound of GUM ARABIC to one quart of water (have
water quite hot) ; let dissolve slowly, a da.y or two will suffice,
stirring occasionally; when well dissolved strain through folded
cheese cloth; add 20 drops of OIL OF CLOVES and a tine strong
mucilage is the result.
SHOW CARD INK
Bleached Gum Shellac, 2 ozs.; Borax Crystals, 1 oz.; water,
Powder the Shellac and Borax in a mortar and place over
heat in an enameled pot. Boil, and when it begins to foam remove
from lire and allow it to cool. Repeat the boiling until thoroughly
dissolved. When again cool strain through cheese cloth. Add
any desired pigment and mix thoroughly; strain again.
If a glossy ink is desired add Yellow Dextrin; 1 to 4 ozs. Dex-
trin to 1 pint of ink.
However, "glossy lettering" on cards is not much in vogue
at present, the "flat" effect is most desired. The above will take
care of the gloss problem, and dispense with the older method of
using Asphaltum, wdiich must be thinned with Turpentine and
causes no end of annoyance when the effort is made in other than
a well equipped sign shop. Hence, as |)reviously mentioned, the
Dextrin mixture will take care of the Gloss problem when a Gloss
Letterine is a fairly agreeable Ink in Black, but cannot be
recommended in the colored Inks for the very sane and practical
reason that they are semi-ti'ansparent, and no lettering mixture
for any surface in card writing or sign painting can be tolerated
if semi-transparent. The lettering must be opaque; i. e., thev
must have COVERING CAPACITY.
French Zinc White (dry) is the best white for card writing
purposes. Grind same on slab or mortar same as an}^ dry color.
It has the very excellent quality of absolute opaeit.y — it covers
readilv on first stroke on black or dark colored surfaces.
10 SHOW CARD WRITING
"MONOGRAM FLAKE WHITE is second" as good "cover-
ing white" for cards.
Under tliis head will be given all kinds of board and papers
necessary to produce the "smart" and novel effects in Show
The regular size bristol board is 22x28 inches, half sheet is
14x22 inches, quarter sheets 11x14, one-eighth are 7x11 inches.
Following these dimensions the card can always be cut without
waste, and these sizes are known as "stock sizes"- — not advisable
to cut them by hand; it is best to have the dealer from whom the
cards are purchased cut the stock in the sizes given. If the dealer
has no cutter take your "boards" to the nearest job printer and
he will cut up the stock for nominal price.
Double sheets (28x44 inches) are very desirable for large
cards, obviating the necessity for pasting together two "full
If double cards cannot be obtained "butt" two full sheets
together and glue together by using strips of cardboard on back.
Make these strips at least 5 inches wide to get sufficient adhesive
surface, and use Le Page's Glue for the adhesive agent.
Use no bristol board less than 4 PLY and keep in stock
coated boards (i. e., boards having white glossy surface) and un-
coated boai'ds (boards having dull surface). The foregoing will
apply to yoTU- white board.
Colored cardboard is nearly all finished with a dull "flat"*
surface, making it very suitable for water color. Obtainable in
many different shades and made full sheet size only, but of differ-
Light weight cards are not desirable. Have weights run from
4 to 8 ply.
Matt Board is used extensively for border and frame effects;
it is finished in a dull pulpy surface, also pebble surface. Obtain
them from picture frame dealers or wholesale paper houses.
They form an agreeable contrast when combined with the
smooth surface of inner cards and panels.
Not suitable to bear lettering but yield readily to decorative
effects in floral and ornamental motifs or themes.
Photographers cardboard is adapted for work of a perma-
nent character. It has a smooth siirface that "takes" pen letter-
ing well. Can be obtained in various sizes and is usually beveled.
*The term "Flat" as applied to paints means a dull surface without gloss.
ARTIFICIAL FLOWERS 11
Small photo mounts are very tine for neat exclusive price
Card signs may be cut into any shape or design dictated
by the fancy of the letterer, being careful to have the shape of
the card accommodate itself to the inscription nicely and appropri-
ate for the purpose intended.
For example: An extremely fancy shaped card beai'ing a
memorial inscription would be an unpardonable incongruity,
whereas a card announcing a floral exhibit could be very ornate
in its outline as well as in general design.
The standard sizes of cards less than full sheet were estab-
lished for economical reasons, which, however, does not prohibit
the designing of novel cards that call for a little clever cutting,
and which would incidentally place the product of your hand con-
spicuously in the lead.
Artificial flowers play a very important part in clever card
creations, and can be made to enter largely into your very special
work; fastened quickly to card by means of fine wire passed
through card and twisted on back.
FOUNTAIN AIR BRUSH
The work that can l)e accomplished by this simple instrument
is not only beautiful l»ut very attractive.
NO PROGRESSIVE CARD WRITER PRETENDS TO DO
BUSINESS WITHOUT THIS MOST WONDERFUL LITTLE
It is the most important item in the general equipment of the
card writer catering to modern requirements.
Air brush work is in evidence everywhere and is deservedly
The instrument is easy to manipulate and most wonderful
effects can be obtained by it.
It is used extensively by lithographers, engraving house de-
signers and artists, portrait artists, photographers, monumental
It is especially desirable for all kinds of Avork whereon differ-
ent values of tones or shading effects are desired.
For years it was used by portrait artists exclusively, but has
recently been improved, the "pencil" model forcing the old block
model entirely out of the field.
The Paasche Model E-2 has a marvelous capacity for apply-
12 SHOW CARD WRITING
iBg color and distiilniting large quantities in a short time —
adjustable to the tinest line.
Especially desu-able where background designs for show cards
are desired in duplicate and in (|uantiiies large enough to warrant
the designing and cutting of the stencils or masks. Also in giving
an agreeable rounded effect to displays or featui-e lines of letter-
ing upon even your cheapest work. It has the happy faculty of
lending tone and dignity to the most hurried and rapidly executed
cards that you would term cheap and mediocre.
STENCILS OR MASKS FOR THE AIR BRUSH
The very best material foi- cutting masks for air l)rush work
is reasonably heavy sheet lead foil. To ])i'epare the foil for cut-
ting, roll or press in close contact upon sheet of glass, give slight
thin coat of white water color.
Design is previously drawn upon white Damascus Bond ])a]^er.
Rub back of drawing Avith dry English Vermilion (dust oft'
lightly), attach drawing to glass by means of "stickers," take 8-II
LEAD PENCIL and trace drawing upon foil, after which proceed
to cut out the "openings" in foil mask with cambric needle fas-
tended in holder.
This mask has the tendency to lay absolutely flat upon the
card while "}ilaying" the air brush spray upon the openings.
PAPER MASKS FOR AIR BRUSH
Paper masks are reconunended if it is impossible to olitain
lead foil. Proceed as in the foregoing and cut out the "openings"
with sharp pen knife.
When in use keep mask in position by weighting it down with
"printers' leads," or slugs, as they are sometimes called.
The air brush is practically indestructible and with proper
care will last for years. The cost of an air brush outfit is expensive
only in a preliminary way when it is considered that they endure
no end of usage. Care is the only essential, and it is not safe to
"feed" an air brush with any but the purest, finest colors and
inks. Observing this precaution the life of an "air" equipment
is indefinite. The above Paasche Air Brush Model E-2 supplied
by publishers of this book or by Paasche Air Brush Co., New Era
Some very pleasing broad eft'ects may be ol)tained by using
an ordinary perfume atomizer. However, a i:)iece of work sprayed
RAISED ORNAMENTS 13
with an atomizer cannot compare with an "AIR BRUSH CREA-
Higgins Drawing Inks may be used successfully in the
Raised ornaments, in the shape of scrolls, wreaths, ovals,
circles, odd shaped panels, etc., are used extensively by all pro-
gressive card writers. They give a card a rich elaborate appear-
They are rendered with the air pencil, which is simply a
rubber bulb with several differently sha]ied nozzles.
Fill the bulb with the plastico mixture of the right consistency
to flow from nozzle inider i)ressure of the hand.
After lighth' drawing in design with pencil or charcoal, hold
the bulb in the palm of the right hand and regulate the flow of
mixture by hand pressure on the bulb.
The comi^osition may be decorated in various ways, using
diamond dust, flitter, dry lironze and AIR BRUSH.
Diamond dust, flitters or bronzes should l)e "dusted" on be-
fore tlic com]io dries and dusted after it is dry. After vise the
AIR PENCIL should be well cleaned with hot water.
PLASTICO FOR AIR PENCIL
Dissolve 1 pound glue in 1 gallon water; add 2 pounds bolted
whiting, 2 pounds plaster of paris, and 1 pound keg lead.
Thicken with whiting or thin with w-ater to w^orking con-
PLASTICO No. 2
One pound plaster of paris, 1/4 pound dry white lead, 2 table-
spoonfuls of liicarbonate of soda. Mix with water to paste con-
sistency; fill bulb and proceed.
Various colors can also be produced b.y adding dry colors to
the plastico mixture.
The air pencil is manipulated almost the same as pen or
pencil; design or lettering produced by pressure on the bulb in
hand of the operator. With practice relief work can be executed
Bronzes may be had in 1 ounce packages; also in 1 and 5
14 SHOW CARD WRITING
Obtainable iu many colors, the pale gold and aluminum being
the most popular.
Aluminum should not be confused Avith silver In-ouze, as the
latter is not at all suital)le for decorative work on cards.
Bronzes used for shading, underscoring and ornament give a
card a very rich appearance ^xhen properly mixed. They are
as easily applied as color.
They show to best advantage upon dark grounds.
Bronzes are manufactured in two degrees of fineness — coarse
or "brilliant," and "striping."
THE BRILLIANT BRONZES have no covering capacity
when used fur lettering — they are classed as "RUBBING
STRIPING BRONZE is ground finer and therefore has great
covering capacity. However, if used clear for lettering it will
have a lifeless appearance. To overcome tliis difficulty mix one-
third brilliant bronze with two-thirds STRIPING or LETTER-
ING BRONZE ground in mucilage the same as any dry color.
Bronze powders should be kept in tightly corked vials or
bottles to prevent deterioration in lustre and quality.
Bronze (except aluminum) should not be used for permanent
outside signs. It will turn black in a very short time.
As previously suggested, bronzes will greatly enhance the
appearance of the most ordinary piece of work; in fact, the judi-
cious use of gold bronze on ornament, shades, panels and letter-
ing is to be recommended at all times.
No card shop is complete without a good assortment of high
grade bronzes. Don't Iniy the cheap grades.
FLITTERS OR METALLICS
Flitters are small l)rilliant metallic particles and quite effec-
tive for accenting decorative effects on Christmas and New Year's
cards, wdiieh should be quite ornate in character. They are applied
per the following:
Use a small sable brush and apply clear mucilage to the parts
to be accented and do but a few strokes at a time, as it "strikes"
in rapidly. Therefore the flitters should be sifted on quickly and
the surplus dumped upon a sheet of clean paper. Proceed until
all parts are accented as the fancy or judgment dictates.
Few" drops of glycerine added to mucilage will retard drying
too rapidly and permit greater freedom in executing accents be-
fore dropping on the flitters.
If two or more colors of flitters are desired u]3on one card
each color must be applied separately, repeating the process.
DIAMOND DUST 15
This is a material resembling diamond dust very closely and is
fine for holiday cards. Can l)e used to enhance the general effect
of frost and snow in POSTERIZED WINTER LANDSCAPES
and upon the top edges of letters.
Apply the same as flitters.
"CUT OUT" FLOWERS
WALL PAPER SAMPLE BOOKS will afford an endless
variety of flat and embossed flowers for card decorations.
They are to be cut out with pen knife and mounted upon the
card in position desired, using a good photo-mounting paste. To
attach them, follow with a few strokes of the "local" color in
leaves of the floral and they will have the appearance of a hand
Transparent celluloid can be used eft'ectively for creating
transparent backgrounds in circular and oval openings cut out
of main card. ^Mounting a cut-out fashion figure upon the cellu-
loid wiU give a unique and novel eff"ect.
Mount the celluloid upon "back" of card. Figures of flying
doves and l)irds can thus be shown realistically.
]\Iany patterns of wall paper lend themselves readily to odd
panel shapes. Can be cut out quickly and mounted upon main
ENAMEL AND IMITATION WOOD AND MARBLE
Are thin papers and when mounted upon card in artistic shapes
also produce novel creations that mark the products of your brush
as distinetivelv different from the "other fellow's."
CUT-OUTS— FIGURES, ETC.
Newspapers, magazines, lithographs afford an endless variety
of figures that can be "filed" and "cut out" when desired. Should
be used appropriately and not indiscriminately.
Raised panels produce very artistic cards. The panel should
be in harmony with the "matt" or main card— dark red on light
16 SHOW CAKD \V KITING
red, deep gray on black, deep blue on light blue, deep PURPLE
on lavender. Panels may be ornamental or plain, and embellished
in bronze ornament or color.
There are many wa,ys of producing "l)lends." The air brush
is the most suitable for very tine effects.
A very tine blend can be produced by using dry colors or
A CHEAP BOX of Pastels can be obtained at the art
store and will suit all ordinary simple blends.
Rub the pastels or dry color upon surface and "soften" the
desired "color values," using compressed wad of cotton. Rub
briskly and stop when desired effect is reached.
Do not attempt a blended ground upon a "glossy" or gloss
coated card; use the "dull surfaced" or uncoated card. The sur-
face of a card for blending must have a "SLIGHT TOOTH," and
it naturally follows that the card must be white.
Aim to render the blended eft'ects in delicate tints — not too
strong or too low in color key.
Spatter or stipple effects are quite novel if rendered carefully.
The operation is verv simple and adds very materially to the card
Panels of lace curtains, silhouettes of objects, such as leaves,
fruit, heads, etc., may be used and kept in position on card by
laying card flat and weighting the desired "mask" with ])rinters'
leads. To spatter exposed space on card select an old worn tooth
brush, charge with thin w^ater color and rub vigorously back and
forth on piece of wire window screen (which has been previously
tacked to light wooden frame), and held at agreeable distance
above the work. A little practice will demonstrate.
After sjjattering embellish with lines, ornaments or in any
manner suggested by the individual taste of the letterer.
SOAP LETTERING ON MIRRORS
Cut strip of common laundry soap into wedge shaped "sticks"
or soap crayons. Use in same manner as flat brush or pen, using
riean glass thoroughly before beginning the work. SOAP
LETTERING, in combination with Avater colors for eml)ellish-
meut in the form of scrolls, floral pieces, etc., is in freqiient de-
ORNAMENT, BORDERS AND SCROLLS 17
mand; drug stores, soda fountains and bars favor this class of
ORNAMENT, BORDERS AND SCROLLS
On comparatively simple cards all ornament should be sub-
ordinate to the inscription in color value; embellishment can be
very ornate as to design and if rendered in subdued color will be
found verv agreeable. This rule will apply to practically all styles
of announcement cards. However, it has been agreed that the
intelligent and artistic use of ornament, and any form of embel-
lishment, rests with the individual, and there is in reality no fixed
rule that can be applied except in a very general way.
Overpowering designs are designs that are very ornate in
character and quality, in which lettering panels are created in a
subordinate or secondary degree, and when lettered are classed
as high grade and conservative; in fact, very dignified and very
"Layout" in lettering is the principal fundamental involved.
Most beginners are prone to "cover" or scatter lettering eutii-ely
over a given space and are confined only by the "edges" of the
This is at once the most offensive erroneous error that can
If the beginner will stop and study the best examples of print-
ing in catalog and general display composition in newspapers and
periodicals it will be noticed that the compositor has created
plenty of margin and white space.
Lettering will be found to be balanced in the space thus
created and consequently looks well.
The same rule applies in card writing and sign painting.
The inscription should be "well centered," and it is almost
impossible to go to extremes in this respect.
The wider the margin the better the card will look in the
majoritv of cases.
And also bear in mind that a small letter with plenty of space
sm-rounding it is more conspicuous than a large letter unless
LAYING OUT INSCRIPTIONS
Regardless of the style of execution card signs should always
present a clean, tidy appearance.
18 SHOW CARD WRITING
On quick knock-out cards nothing is more essential tlian the
precaution of keeping the card clean. For tliis Yevy good reason
the medium employed in "layout" should be of a substance easily
removed from the surface after it has served its purjiose.
For white and light colored cards Artists' French Charcoal
is suggested. (Sharpen to tine point upon sandpaper pad; lines
and lettering should be indicated very lightly and faintly — after
lettering is dry the charcoal can be removed with few quick
strokes from a feather duster.
For dark cards use white school crayons. Sharpen to point
with pen knife, di^) in water and withdraw quickly. It will then
make delicate neat line, readily erased with the sponge rubber,
without injury to card surface.
8-H (hard) lead pencils may he employed if carefid to avoid
pressure. Apply lightly and do not use pencils upon glossy card
surfaces. Use light pressure charcoal.
Errors in card writing are bound to occur and are annoying
and expensive. The best wa,y to avoid mistakes is to render
the layout fvdly; carefully read before proceeding to "letter"
the card. This will only occupy a minute or so and wall reduce
to a minimum the possibility of several mistakes each day in your
Errors are rectified per following:
On white cards scrape out letter or letters with sharp pen
knife or ink eraser (steel point). Do not penetrate below the
When color is entirely removed, rub the scraped surface with
piece of fine sandpaper, after wdiich polish with knife handle or
Error on dark glazed card may be removed by passing DAMP
CLOTH or DAMP CHAMOIS SKIN (must be done qui.kly)
over color to be removed — must be vigorous and quick stroke
to avoid disturbing the glazing of the card, which is also water
On tinted cards after scraping out the color, it will be found
necessary to "match up" the ground or color of the card. How-
ever, it is quicker and better to "coat out" the entire line of
lettering with a dark color and create a panel ])y so doing.
Follow by re-lettering in white or tint color upon the dark
panel of color.
This in most cases adds to, rather than detracts from, gen-
eral appearance of the card, and looks intentional from the start.
REMOVING PENCIL MARKS AND DIRT 19
REMOVING PENCIL MARKS AND DIRT
Dip spouge rubber in powdered pumice stone and erase marks
and soil spots.
Wipe greasy spots caused by perspiration from hand with
solution of bicarl)onate of soda, thimbleful to tablespoonful of
water, or mix soap water with the color. Both are effective.
Signs may be properly divided into two classes, viz.: the
"temporary" sign and the "permanent" sign. Signs of a tem-
porary nature command little remuneration as compared with
the permanent kind. However, the profit from the temporary
sign in proportion to outlay of time and material usually exceeds
the profit from the permanent sign.
All temporary signs, including cards, are termed "cheap
signs," i. e., signs costing little money, wdiich follows that the
quicker they are executed, the greater the profit.
This applies to all kinds of signs; and Avhen it is consid-
ered that the sum received for an equal amount of work on any
other siu'face is four or five times greater than that received for
a card, it can readily be deduced that speed is the most valuable
attribute. For this reason, card writing alphabets should be
The brush strokes should be reduced to the lowest miniminn.
Every stroke requires additional time, making it al)solutely essen-
tial that the style or styles employed should be those carrying
the least numl)er of strokes.
The Round Block and Tuscan Round Block, and modified
styles derived from them, lend themselves easily to rapid exe-
cution via the "single -stroke" method. "One stroke" does not
imply that the entire letter can be executed witli one stroke.
This Avould be a physical impossibility. It implies that each
individual part or composite of the letter can be executed with
For example, the letter "A" can be executed in three strokes,
if the "EgA-ptian" or "Plug" style is used; one stroke each for
the side or oblique strokes, and one stroke across for the hori-
zontal stroke. This is the full meaning of the term single stroke.
Now take the Full Block (square), and to execute the let-
ter "S" seriously requires just twenty-eight strokes; in the
Egyptian or "Plug" style (single-stroke method), it requires just
three strokes; to execute the Egyptian "S" in serious style
would require eight strokes.
This naturally places great emphasis upon the importance
20 SHOW CAED WRITING
of using "speed styles" and those that adapt themselves to single-
Referring to the foregoing, it is necessary to add that no
piece of work should "carry" exclusive single-stroke styles.
Never execute an entire inscription in a single-stroke style.
The Display or Feature Line should be a finished style, except in
Motto inscriptions, which may be rendered in Old English or
Also bear in mind that on card work a finished line of letter-
ing in conjimction with single-stroke styles will always "cany
well" and present a neat, attractive appearance.
Following is a list of alphabets that are known and termed
"single -stroke" alphabets.
Modern Full Block.
Eg^-ptian, Antique Roman, ^lodern Italic.
These three styles should be used exclusively where a "fin-
ished" letter is required.
"Finished" in this sense means just what the word implies
■ — i. e., a letter that is formed and proportioned, showing all details
and characteristics, omitting none of the component parts, or
in any way abbreviating the execution, which is so compulsory
in one-stroke work. Most every inscription contains one or more
lines or words that should be prominently displayed, and should
in most eases be executed in finished styles.
The principal reason for this rule is, that a correctly or
seriously finished line of lettering or words will give a ra])idly
executed sign a touch of dignity and redeem it from an other-
wise ordinary piece of work, therefore making it almost needless
to say "that it is imperative to master correct formation and
execution of the styles known as 'Finished Letters.' "
Apropos of the foregoing, and in connection therewith, will
say that Lower Case Lettering should he used almost exclusively.
MODERN FULL BLOCK 21
This should be borne in mind constantly. A card lettered in
lower case is much more interesting, and incidentally it must be
mentioned that they can be executed more rapidly in most of
the styles recommended; also note how much better lower case
will read than upjier case, which is the most clinching argument
in favor of lower case.
Modern Italic (Lower Case)
A practical and artistic letter that meets with all speed
requirements. Originated by Mr. Chas. J. Strong, Founder of
the Detroit School of Lettering, and for many years a conspicu-
ous figure in Sign Painting Circles in Chicago and other large
The alphabet is a combination of Italic and Full Block; its
fullness of stroke is characteristic of the Full Block; the slant
and general contour is that of the Italic. It can be executed
with fewer strokes than any known one-stroke style, with the
exception of the Regular Italic Script.
Mastering this style prepares you for all speed emergencies
that might arise in your daily work as a Professional Card
MODERN FULL BLOCK
Modern Full Block will answer for capitals in conjunction
with Modern Italic. Never use them in a word entirely Upper
Case, for the reason that they carry ornate features that unfit
them for full words; however, they can be vised as "starting
Modern Italic (upper case) is the natural capital for jNIodern
Italic (lower case), and should be so used in most cases.
This al])habet is extremely modern, and can be truthfully
called "Abbreviated Old English," as it was derived from the
Old English Alphabet, designed by Will Bradley, a famous Amer-
ican Decorative Artist. It is very handsome, and appropriate
for any part of an inscription, except display lines, and in some
cases even display lines, using "Bradley" throughout.
Executed rapidly with either pen or flat brush.
Should at all times be used upper and lower case; never
combine the capitals of this alphabet. It applies to all letters
more or less eccentric in form. However, combining the capitals
of the standard styles, such as Full Block, Half Block, Roman,
etc., is not only legitimate, but customary and advisable.
22 SHOW CARD WRITING
Heavy Script is employed to good advantage in display lines
or words, especially if the words are short. It is a one-stroke
style, and with the proper brush can be executed easily if the
"swell" pressure is exerted; in fact, the same movement is used
when writing with a Spencerian pen, except that the movement
is not a continuous one. Form the composites of the Script with
individual single strokes.
Never overdo Script on a card unless in the serious Spen-
cerian Style, in which case the entire inscription may be in Scrijit.
The Tailoring Business is very partial to "All Script" inscrip-
tions, and, as suggested, it is best to use Spencerian or similar
Italic Script is in reality half-script, derived from Standard
Spencerian Script. The curves, flourishes and connecting strokes
of Spencerian Script are alisent in Italics.
Capital Italics are condensed Romans, slanted in harmony
with the Lower Case Italic. Italic Script is not suitable for any
part of an inscription, except subordinate lines — i. e., the second-
ary portion of the "copy."
Old English is a flat brush or pen style, and in tlie one-stroke
list; suitable for "display heads" or entire inscriptions; very
classy and dignified.
Tuscan Block is a splendid one-stroke letter if formed "light
face" (not too heavy); very speedy on account of predominating
curves. You will note the components are all variations of curve,
with exception of vertical strokes, and the "diagonals." It is
used with great frequency by the sign painter, and, as suggested
above, is splendid if executed in light-face stroke.
Antique Roman. — Space permitting, it is a fine style for
"displays" on cards. It cannot be successfully condensed; must
be as nearly normal in proportion as the space will permit. For
a finished style it can be executed quite ra]iidly without detri-
The vertical stroke (both sides) is first executed ; folloAV with
the horizontal stroke, and lastly add the spur strokes. The Red
Sable Rigger is the most suitable brush for Antique Roman.
Egyptian Alphabet. — It is possible to render this style in a
finished manner by the one-stroke method with a good brush hav-
ing a square point which will admit extremities being executed
without recourse to additional strokes to "clean" them and remove
A very agreeable style, if not too heavy in stroke; if too
heavy, it will look chimsy.
Light-face Roman, heavj^-face Roman and modified "French"
are all splendid for price tickets and ALL NUMERALS in Card
ART OF LETTERING
In the art of lettering we have no fixed rvdes; the law is
based entirely upon approximates. With the laity, or people
outside of the profession, the supposition is that all letters are
the same size, formed on mathematical lines. Nothing is farther
from the truth. All letters are the same size in appearance, and
are so rendered by the ])rofessional, whose trained e_ye and expe-
rience direct which letters are to have normal space and those
that must occujn' MORE SPACE and those that must occupy
It is thus that the pleasing uniformity of size is produced.
Composition in lettering is almost too intangible to define by
All the mathematical formulae ever given on the subject are
incapable of equaling the result that may be obtained by spacing
and producing the effect solely from artistic experience and intui-
tion. Tlie final result should always be judged by THE EYE
(no tools of measurement employed at all) , which must be trained
until it is susceptible to the slightest deviation from a perfect
It is more difficult to define good composition in lettering than
in "painting" or any other of the more generally accepted arts,
and it resolves back into the same problem.
The eye must be trained by constant study of good and pleas-
ing forms, also proportions, until it appreciates instinctively
almost intangible mistakes in spacing and general arrangement.
This question of composition is so important that an inscrip-
SHOW CARD WRITING
tioii of most beautiful individual letter forms,
badly spaced, will not produce as pleasing an
effect as an arrangement of more awkward,
badly proportioned, poorly executed letters,
when their arrangement or layout is good.
Any professional sign writer or designer
will tell you that a good "layout" (good com-
position) is the most essential thing in pro-
ducing good examples of sign art.
This quality has been disregarded to such
an extent by many beginners, and even men
far advanced (so called liecause of time spent)
in the profession, that it is of vital importance
the aml:>itious student's attention be directed
to it with great emphasis, in order that he
may give the subject of composition serious
consideration from the very start and con-
tinue to keep it in mind for all time, for the
very good reason that there will be no time in
his career that its importance can be imder-
estimated or neglected without serious injury
to his work.
Shading is used to cause letters, scrolls,
etc., to appear in relief, or to appear projected
or raised from the background, and is the
most important auxiliary of lettering.
The subject of shades and shadows are di-
versified, and either of the examples shown
can be used at the will of the letterer.
Shading to the left and on the bottom is un-
A\ritten law in signpainting, and is usually ex-
ecuted at about a forty-five degree angle, it
Iteing assumed that light falls upon the letter
at this angle.
On the round letters, C, D, B, G, J, 0, P, Q,
S, U, &, 3, 5, 6, 8, 9, it is a common, unjusti-
fiable error with many to crowd the shade ex-
tremities beyond the points of limitation,
with the bad effect of making the shade ap-
pear clumsy and distorted, and failing in the
primary object. Figure 4 shows the incorrect
method to which reference is made.
All letters must be shaded on the same angle, and every char-
acteristic must be indicated as at "a," Fig. 5, and every part of
shade should be of equal width on all letters, except the round
letters, whereon the shade reaches the extreme width only at the
point shown at "a," Fig. 4.
On letters A, Y, V, W, M, the shade is narrower in width on
the diagonal "letter strokes" that are affected by the shade at
a forty-five degree angle.
On ordinary work and Card Writing, the relief shade is
most commonly used, as it permits of quick execution, and in
most cases is rendered in single stroke, using a brush that will
accommodate itself to the width of the shade desired.
Where extremities of letters are close together, the stroke
can be left disconnected, which liberty is legitimate and permis-
sible, especially on card work.
On the relief shade leave "relief space" quite wide — i. e., the
space between the edge of letter and inner edge of shade; it gives
the letter better emphasis and is more professional.
A line of lettering on any surface, no matter what style, must
have a starting point and a stopping point. These two points
are a matter of taste with the workman and are not "permanently
established" until a rough layout of the entire inscription is made,
this is to be rendered VERY FAINTLY in chalk, charcoal or
pencil, to permit of repeated correction and alteration, if same
is found necessary.
The governing factor is the rule that a letter cannot be con-
densed or elongated to the point of distortion, however the lati-
tude is very wide in both extremes before reaching distortion,
owing to the many and varied modifications of the standard fixed
styles normal in proportion. Hence the taste of the workman
can be exercised to almost an unlimited degree in condensing and
Never condense a letter more than 3-5, and never extend or
elongate more than 5-5.
No matter how long a space is, when it is to carry a short
word, never extend lettering more than 5-5 — which would create
a "letter space" 5-5 high by 10-5 wide. Take away sufficient
space from each end of space so that the lettering will approxi-
mate itself into 10-5 spaces, with good proportionate space be-
"Space" between letters must be proportionate and not dic-
tated bv any mathematical rule, the sole intent is to equalize the
26 SHOW CARD WRITING
open or blank space between letters, j)rodueing a pleasing effect
of approximate space, incidentally compelling the word to read
solidly or in com^jact fonn. If this rule is not carefully observed
3^ou will frequently execute words that will have a "scattered"
effect, broken into syllables, or one or two letters having the ap-
pearance of separating themselves from their fellows.
All round letters should be spaced a trifle more closely to
each other (such as C, J, G, 0, and Q) and the full space letters
such as B, D, E, H, K, M, N, R, U, S, X, Z must be allowed more
space between them. All "open" letters. A, F, J, L, P, T, V, W,
Y, must be spaced very close, owing to their open spaces.
In order to get the appearance of uniformity throughout a
line of lettering it is necessary to observe the following:
In normal or square space lettering divide letter space into
fifths, five sqviares high, and five squares wide. For A add 1/5
to width, B nonnal, G normal, D normal, for E 1/2 of 1/5 less in
width, F 1/2 of 1/5 less in width, G normal, H 1/1 of 1/5 less in
width, 1 1/5, J 1/5 less in width, K normal, L 1/5 less in width, M
add 1/5 to width, N 1/2 of 1/5 less in width, add 1/2 of 1/5 to
width, P normal, Q add 1/2 of 1/5 to width, R normal, S normal,
T normal in Full Block, Tuscans, and Romans, and practically
all styles except EGYPTIAN, where it is 1/2 of 1/5 less in width.
U 1/4 of 1/5 less in width, V add 1/2 of 1/5 to width, W add 2/5
to width, X normal, Y add 1/2 of 1/5 to width, Z normal, &c.
Same increase and reduction must be ol)served in elongating
and condensing, and in condensed lettering the reduction of L,
E, F, H, J, N, and T may be highly exaggerated without detri-
mental effect. Quite the contrary, the eft'ect is pleasing and
On "full face" lettering, viz: Full Block, Half Block, Round
Block, and Tuscan Block, draw all horizontal strokes one minor
fifth less in width than vertical strokes.
If this suggestion is not observed the horizontal strokes will
appear clumsy or larger than the vertical strokes, although in
reality they are the same size. The foregoing suggestion wdll
overcome the delusion and will give the letter an interesting and
MAJOR FIFTH AND MINOR FIFTH
A normal letter s]>ace is square, subdivided into twenty-five
smaller or "unit" squares, making a letter space five major fifths
high and five major fifths wide. Now, if we subdivide one major
fifth or imit square into fifths, we have minor fifths.
Major and minor fifths are used in an elementary way to
assist in fixing good approximate proportions in letter form, must
positively be abandoned as soon as the student is qualitied to
draw and form lettering Avithout their assistance.
Where color is used for letters, lines, etc., black or dark
colors should l)e used upon white or light colored grounds, and
In using colors great care should be taken to have tones har-
monize agreeably, for example: on dark green grovmd use white,
on lemon yellow tint, or on pink tint groimd use black or deep
red, on deep blue use white, pale flesh tint or pale blue tint.
AMien more than one color is used the following combinations
will be found valual)le.
TRI COLOR NEUTRAL
I ieht pray
Dark gn, y
r)ouble black fine line
If softer contrasts are desired on gray grounds, use very light
or very dark grays instead of black or white.
WARM COLOR COMBINATIONS
Maroon or red
Pale old gold
Very pale yellow
Medium old gold
Medium old gold
COLD COLOR COMBINATIONS
B'ue green tint
Blue green tint
To strengthen contrasts in cold bines or greens, nse black
and white for lettering instead of very light or very dark color.
Blue or black
White or orange
Same as shade
Red or orange
Pale yellow tin
Medium old gold
Medium blue green
28 SHOW CARD WRITING
ELEMENTARY COLOR MIXING
In this table the first color named is the base, and should be
used in the greatest quantity. The colors following should be
added until desired shade or tone is reached:
Yellow and blue produce green.
Yellow and red produce orange.
Red and blue produce purple.
Red, yellow and blue produce citron.
Yellow and black prodvice olive.
Red, yellow and black produce russet.
Yellow, black and red produce brown.
Red and black or blue produce maroon.
"Wliite, red, yellow and blue produce neutral gray.
White and blue produce light blue.
Wliite and red produce pink.
White, yelloAv and red produce flesh.
White and yellow produce cream.
Yellow, blue and red produce bronze green.
Blue and rod produce violet.
"VMiite, black and red produce lavender.
Rich tones and shades may be compounded 1)y adding to the
foregoing opaque colors, such trans})arent colors as burnt sienna,
burnt umber, carmine, olive lake, ultramarine blue, turkey red,
red lake, emerald green, etc.
For experimental color mixing take glass slab and muller
(with palette knife for picking up color), also small pair of lieam
First series of experiments is to oljtain tints of the various
colors by reducing with white.
Take in turn each of the ordinary colors such as Prussian
blue, medium chrome, yellow, ivory Idack, yellow ochre, Indian
red, Venetian red, turkey red, mediinn chrome, green and light,
Weigh out of each a very small portion, place them sepa-
rately on the slab, tlien weigh out 10 ]3arts of white, add it to each
and grind thoroughly. Note the effect of adding the white, how
in some cases the color is very materially changed, while in others
it is not altered to so great an extent.
You will also note that in distem]ier color the tint Avhen dry
is nu;ch lighter or higher in color value. This must be noted
carefully when mixing opaque water colors, especially when mixed
Having done this a small portion of each color may be painted
ELEMENTARY COLOR MIXING 29
on a card, the pure color and tJie tint side by side (be siu'e to add
the mucilage to bind), and a record of the proportions used. Vary
by taking equal parts of white and color, when it will be found
that there is comparatively little difference, and then 20, 30 and 50
parts of white respectively.
This will form a permanent record of the effect of white
when added to the diiferent colors, and we advise the beginner to
tint and record every color obtainable, and the "color cards" and
records thus made placed on file for reference. Following this
the student now arrives at the admixture of colors, and following
the same plan as before we take one color and add it to another
color or colors.
It is well to classify the colors under the different heads,
such as reds, yellows, blues, greens, browns, etc. Yet it must be
considered that one series of colors merges into another. For
example, we have a pure blue in the shape of Prussian blue, and
to this may be added more or less red until it becomes a purple,
or more or less yellow until it becomes a green.
Thus we have bluish green or greenish blue, according to the
color which predominates.
Starting with the reds, take a normal bright red, such as
queen's red, and experiment with it by adding small portions of
different yellows, then different small portions of various blues,
then by adding a very little blue and yellow to the red, and notice
how the tone is lowered without producing anything of a muddy
appearance. Try also the effect of adding a little black and note
Next experiment with the more sombre reds, taking Venetian
red and Indian red as standards and adding reds, yellows and
blues and various colors to them to get different effects.
The study of reds should occupy several weeks at least, and
at the end of that time the student will have gained very valuable
infomiation which will be of life-long service if filed for reference
and eventually memorized.
Gi'eens are as interesting as any portion of color study be-
cause of the great variety of hues obtainable.
Starting with Prussian blue and medium chrome yellow,
equal parts, note the brilliancy of the green thus produced. Then
try lemon yellow and note how much more vivid it is, using the
varioiis yellows complexed with reds, umbers and the siennas,
a never ending list of pleasing greens is obtained.
Make a note under each sample stating the relative parts of
Hang the color chart in shop for reference at all times. The
30 SHOW CARD WRITING
fact of having actually made the admixtures will iu itself impress
some of the effects upon the student's memory, and by referring
to the chart frequently, will eventually absorb the entire system
of producing "color."
The foregoing may at first appear al)surd to the prospective
card writer. However, it is well to bear in mind that the more one
can do with "color" the greater claim one will have to recogni-
tion, and a full knowledge of color brings its own reward and is
as important as the skill required to produce a "card."
For practice work, provide yourself with medium grade of
Manila wrapping paper.
When you practice the various styles most suitable for card
writing and temporary work, such as oilcloth signs, banners, etc.,
remember that card writing is not presumed to be executed with
the careful attention to detail that is required for permanent
sign work. However, it must not be presumed that this means
careless, shiftless handling, and there are several terms used by
judges of good lettering to express their approval of work that
comes to their notice, among which might be mentioned "dash,"
"snap," "nifty," "classy" and character. The first four terms
mean practically the same thing. The last is easily surmised; a
letter without character means a shaliby, slovenly or amateurish-
looking affair, with long and short spurs or their absence on some
letters in the same line, deformed, too thin in the heavy strokes,
and vice versa, badly proportioned, and showing lack of knowl-
edge of the style attempted; in fact, it could be termed "almost
A letter, to have the first mentioned attributes, must look
bold, stand erect, be graceful and "pure" in style, and have the
look, dash and "swing" of the professional.
"Professional lettering" is always interesting, more so than
"type forms"; the absence of "swing" and the exact and pre-
cise proportions of "type" make them appear "machine-made."
Stiff, rigid lines are absent to a large degree in "hand let-
tering," even that which is executed seriously and pronounced
The "snap" and "dash" referred to can only be acquired
through diligent practice with the brush.
Try to cultivate "dash" and "swing" from the start;
endeavor to maintain "purity" of style, and do not feel satisfied
imtil your work will "class" and hold up with the "other
AUTOMATIC BRUSH 31
Circles may be "brush drawn" with large wooden compass,
regulation drafting instrument with extension bar, or with loop
of common twine.
The best and quickest method is the twine and "AUTO-
MATIC BRUSH." Drive nail in center of circle and tie full
loop, half the diameter of the circle, in the twine; pass "loop"
over nail, insert brush (just above bristle) in other end of loop,
brush previously "cliarged" with color by "stomping" upon
palette. Hold brush in a vertical position, draw loop "taut" and
forge ahead on a continuous stroke until cu'cle is complete.
Take any size flat bristle brush, unchiseled; bind with piece
of thin tin or brass, leaving the bristles exposed three-eigliths of
an inch. Charge, I\v stomping in color laid on a palette; use in
same manner as carpenter uses his pencil against his rule. In
this manner a stripe can be drawn in color fully twenty feet, uni-
foi'm and clean, as quickly as the operator can walk backward.
This is the brush (if small size is used) for "circles" on cards.
Lines Without Straight Edge
Use a short string with "bowline" tied in one end. If top
and bottom of sign or bench is straight, it is the only requirement.
All lines drawn with the string will parallel the guide line
or edge of sign or bench. Pass crayon or pencil into loop of
string; hold the pencil between thumb and forefinger of the
right hand. The thumb and forefinger of the left hand should
l>e placed beneath the edge of the bench or sign and kept in a
rigid position. If under edge of sign is inaccessible, place sign
on a ledge so as to form a right angle with the sign. The fingers
holding the lower end of the string should now be run along or
in the groove thus formed.
"Dot" the points where lines are desired, and then begin at
left of sign, keeping string "taut," and move both hands simul-
taneously to the right. Repeat for each line. String must be
kept perpendicular, or lines will sag to the right.
Without question, the most popular style of card with busi-
ness houses in general is the white card bearing black lettering.
It can be depended upon to give satisfaction in the majority of
cases. Also, in the majority of cases, the plain card is the most
32 SHOW CARD WRITING
desirable; and again, l)lacl-: and white is the strongest conti'ast
obtainable. The main thing demanded in all classes of sign
painting is "legibility." This requirement is often overlooked
and neglected by the too zealous young card writer, who wishes
to give expression to his artistic ability, whether good, l)ad or
indifferent. Rarely indeed will you find a customer who will
complain that your work is too plain, or ])ecause of an absence
of ornamental flourishes. A sign that cannot be read at a glance
will not, as a rule, meet with the approval of your customer.
Very few are attracted by ornate features on a piece of work.
No matter how cleverly a card is lettered, it can be rendered abso-
lutely worthless by an "overdose" of scroll work. Ornament
should never be carried to such an extreme that it may l)e termed
on the whole as superfluous.
There is a strong line of demarcation between an overwrought
piece of w^ork and the example that has "just enough" embel-
lishment, so it is well to be conservative in the matter of fancy
lettering and embellishment; and again, the line of business gov-
erns to a very important extent. Fancy, ornate cards would he
appropriate for Millinery, Candy Shop, Place of Amusement, etc. ;
for the more conservative lines, their use would be prohiliitive
— the taste would dictate something very dignified and rich. In
the main, the general tendency among professional card writers
is to suppress ornament and avoid unnecessary details. It
requu-es real ability to execute a "clever" card which can be
termed "the personification of simplicity and legibility."
MORE ABOUT COLOR SCHEMES
The average "run" of "cards" can be "white," bearing neat
Black Lettering, with Light Gray Shade. Keep inscription well
centered and balanced. Always l)ear in mind that this style of
card is appropriate for any line of business, and can be used
without fear of criticism. "This stvle of SHOW CARD IS AS
STAPLE AS SUGAR."
Another very handsome style will be found in white card,
black lower case letter, Red Capitals; matt line two inches from
edge of card. This matt line to be quite fine, in Red or Gold
For a rich card, use white, all black lettering, gold bronze
shade, gold bronze matt line.
It is never necessary for show cards to carry letters as large
proportionately as the outside or permanent sign.
SPECIAL COLOR SCHEMES FOR FANCY CARDS 33
Show Cards should always have a
very liberal margiu, much more than
any style of sign.
The Inscription should be well
"centered" — i. e., kept well in from
the outside edge of the card all
around. It is almost impossible to go
to extremes in this respect; the wider
the margin, the better the card will
look, in the majority of cases. How-
ever, the matter of margins, like all
other phases of the art of Card Writ-
ing, must be governed by sensible
principles and precedents.
Always bear in mind that a small
letter with lots of space surrounding
it is more conspicuous than a large
letter, imless similarlv handled.
•a-9 a §^
P >.^>1 >V >i
j-tt:'^ r"^ ;;; ^"o
SCROLLS AND BORDERS
All decorative features in the form
of scrolls, borders and lines should
always appear in subdued color,
much less conspicuous than the colors
used for lettering. THE STYLE of
ornamentation is not so important,
providing this rule is followed.
The motif of decoration may be
A^ery elaborate upon a FANCY
CARD, if the color scheme is com-
paratively indistinct, thus not de-
tracting from the inscription.
If border is heavy and massive, the
more the necessity for adhering
closely to the foregoing paragraph
with reference to color value; but if
it is delicate and light in weight, the
color can be proportionately stronger
— in fact, pure colors, such as red,
l)lue, green, even black, may be used
34 SHOW CARD WRITING
Corner Pieces and Scroll Panels
Use piece of thin Manila paper, if corner piece; "draw in"
fully upon the Manila with ])iece of black carbon paper under-
neath the drawing, carbon side up. This will give you duplicate
drawing upon the under side of your paper, and in reversed posi-
tion (duplicate). Place in position upon your card, carbon paper
underneath (carl)on side down). Trace with hard lead pencil,
and repeat for subsequent duplicates at each corner.
For conventional scroll designs or designs luiiform in charac-
ter as to sides and general outline, proceed as for corner pieces,
except that you "draw in" one-half of the design and duplicate,
as previously suggested.
Patterns for air brush masks and stencils are made in the
same way with reference to preliminary drawing; should be trans-
ferred to heavy cardboard or foil, per previous suggestion under
the heading, "Stencils or Masks for the Air Brush."
Patterns for raised cardboard panels are prepared in the
same way by drawing in design upon separate paper and trans-
ferring, after which they are cut out with stencil cutters knife
or (if not too intricate as to design) with a pair of sharp scissors.
Rococo is without question the most Y)oj)ular scroll used by
the lettering ])rofession, for the very important reason that it is
the most flexible of all known ornament, meaning that it can be
rendered in an endless variety of combinations, very elaljorate
for brush execution, and simplified for jianels that are to be cut
out and used for raised effects.
Ribbons can be used effectively in (•oml)ination with scroll
effects, and must be pleasing in contoui- and kept simple and
artistic. The examples shown in "design division" of this work
will serve as general guide.
Fancy Initials or Capitals
are indispensable to the card writer. Never use more than One
on a card. If more than one is used in an inscription, the card
will look overdone, making more than "One Cap" superfluous.
The "Illumination" or ornamental features are to be ren-
dered in subordinate color values, as previously suggested hints
on ornament. The ilhunination must of necessity be simple, easy
PRICES FOR CARDS 35
to render, and quick; otherwise, if too elaborate and serious, it
would naturally be prohibitive.
PRICES FOR CARDS
No work of this kind would be complete with the Price code
eliminated. It will therefore be given due consideration in a gen-
eral way, and sufficiently to guide you in your every-day work.
With beginners in Sign Painting and Card Writing, the tend-
ency is to quote too low instead of too high.
Place a value upon your work that will yield a satisfactory
profit, conunensurate with your ability. Charges can always be
modified a trifle, but it is one of the physical impossibilities to
advance the price if, tlu-ough ignorance or carelessness, the fii'st
price is found too low.
No excuses can be offered for the low price, unless the reason
be that of meeting a price-cutting competitor, and that is no
reason at all. A price-cutting war between rival sign painters or
card writers meets with but one logical end — the retirement of
one or both from the field, and incidentally the cheapening of a
medium of commercial publicity that has a true and intrinsic
value to the advertiser.
With the card writer, the price problem is not a very serious
one. Materials used are nearly the same the year round, and the
sizes are limited. Cost of materials is comparatively vmimpor-
tant. Time to execute work is the principal factor. Nor will
■you, in the beginning, as a novice, figure on getting the same
prices and consideration that the expert gets and is entitled to.
Your ability is the first essential to develop, and this accom-
plished, your price list and profits will take care of themselves,
provided your scale of j^rices on staple items is consistent.
If in business on your own account, your charge for work
should be based upon $1.00 per hour, plus your overhead expense,
which includes shop rent, light, heat, and fixed incidentals.
Approximate this, and you can't go backward.
This would resolve into the following scale, which is prac-
tically universal :
Average run of cards, plain in treatment —
Full Sheet 75 cents
Half Sheet 50 cents
Quarter Sheet 25 cents
Eighth Sheet 15 cents
These prices are based upon quantity lots — i. e., upon the
assumption that you are to receive a certain amount of work each
week or month.
36 SPIOW CARD WRITING
You should quote the transient customer at least 25 per cent
Double Full Sheets and Cut-Outs—
(Air Brush design) $2.50 to $3.50
Single Full Sheets and Cut-Outs—
Fancy or Air Brush designs. $1.50 to $2.00
Half Sheet Fancy $1.50
Quarter Sheet Fancy 50
Price Tickets 25c to $1.50 per doz.
SEASONABLE DECORATIONS ON CARDS
(Cards Synonymous of the Mouth)
The expert card writer should make it his sj)ecial business
to acquire a comprehensive understanding of seasonable decora-
tion. Co-operate with the chief window trimmer, and get an
advance knowledge of the predominating color in a contemplated
"window trim"; it will do much toward eliminating the "jar-
ring" effects ofttimes seen in the windows of the "best shops."
A window trim can be a beautiful creation in itself, and the
whole effect marred by introducing a "false note" in the shape
of a card entirely at variance with the general scheme. The aim
at all times should l^e harmonioiis, or if complementary color is
introduced, have it quietly enter agreeably. The more svibtle it
is, the more refined it becomes in feeling.
For example, the "Window Trim" is one in which blue pre-
dominates. The card or cards can be l)lue in monotone — i. e., deep
blue ground, pale blue lettering, or pale Ijlue ground, deep blue
lettering. This would l:»e in full harmony. If complement is
desired, use different tones or tints of terra cotta or old gold.
"The crime" would be a red card — a discord. It would take vol-
umes of text to say all that could l)e said upon this one subject,
so we deem it advisalde to pass the proldem on to the ambitiovis
student, who will find much pleasure in analyzing this most inter-
esting phase of Showcard Art; passing on to suggestions for sea-
sonable decorations to cover calendar months.
In northern latitudes, January represents snow and ice and
freezing temperatm'es. Color schemes for cards should be in cool
combinations — blues and greens — simple and easily executed
poster snow scenes (supplementing suitable panels) acting as
Winter amusements can be symbolized in posterized skates,
snow shoes, sleigh bells, curling irons, etc.
SEASONABLE DECORATIONS ON CARDS 37
is practically the same as January as to weather conditions. It
also commemorates the birth of George Washington. Many sym-
bols can be used, such as s^Yords, cross guns, first battle flag,
national shields, Washington Hatchet, etc.
The month of wind and unsettled weather conditions, over-
cast skies, and much rain. Color schemes should be in black and
neutral grays. Poster landscapes can be used, preferably after-
sunset effects, overcast sky with rift of bright afterglow upon
horizon, swirl of dead leaves in foreground.
Stormy petrels and gulls flying about, to further animate
April is conspicuous because it brings to mind the Resurrec-
tion. Easter Lilies may predominate as decorative features.
Chicks, bursted egg shells, etc., may be effectively used.
Purple and White are Easter Colors.
May 30 brings Decoration Day, and is a national holiday.
Flags, ijunting. wreaths and national emblems are suggested.
Patriotic colors should be used— red, white and blue.
The month of roses and weddings. Roses should be the cen-
tral or predominating feature on cards; artificial and "cut out"
may be used. Tennis rackets, croquet balls, oars, college regalia,
class pins, pennants, etc., are suggested as symbols.
Flags, bunting, cannon, firecrackers, rockets, shields, eagle,
eagle's head, spread eagle — all symbolical of the Glorious Fourth.
Red, white and blue for color.
Vacation month. Symbols: oars, canoe paddles, books, fishing
tackle, hannnocks, fans.
38 SHOW CARD WRITING
Beginning of autumn. Use bright color combinations, syn-
onymous of change of season; posterized figures of children,
school books, etc.
Use late fruit as symbols, grapes, apples, etc. Render in
poster effects; squirrels and nuts are also apjoropriate.
Foot ball, college pennants, turkeys, cranberries, wild game,
corn sheaves, are all synonymous of this month. Neutral grays
and yellows for color.
Santa Claus occupies the center of the stage; needless to
say, he is accompanied by holly and mistletoe. Go to extremes as
to color and frost effects — nothing too elaborate for this great
Annual Festival of all Christendom.
WTiere price tickets accompany a set of Display Cards, do not
have them at variance with coloring and general scheme of the
main cards. Treat tickets in same style and color scheme; have
them all "one family," identifying them as a pleasing whole.
AIR BRUSH (General Description)
The AIR BRUSH is totally unlike any l)rush or pen, and in
reality is not a brush, if truly named. It is a cleverly made little
instrument that applies colors or inks to surfaces by means of
compressed air or carlionic gas, and this little tool has been very
aptly styled the Air Brush.
The air forces the liquid out of the tool in a fine spray. By
pressing a small lever or "trigger" on the air brush, it is possible
to gauge and control this spray so that any effect can be produced,
from a fine line to a gray or wide color value, rendering a great
variety of color values, enal)liug one to "model" more cleverly
than with any known "loose" medium, dry point, stomp, crayon
sauce, and usual brushes.
In Show Card work, the variety of color values are rendered
(as previously suggested) by means of placing "cut-out" letters
(called masks or stencils) upon the surface in desired position.
PAYZANT PENS 39
and then "playing" the air-brush spraj- over entire surface.
When "mask" is removed, you will find a white silhouette. This,
in turn, can be "rounded up" or modeled to give the appearance
of "relief" from the background, by "playing" the spray upon
the left-hand edge of vertical strokes, and the under edges of
On ordinary cards it is customary to spray a black "shadow
value" upon red or colored lettering placed upon white or tinted
ground. This is the most popular quick air-brush route.
Besides the Air Brush, it is necessary to have an air pump
or gas tank (gas tank preferred), to give necessary pressure to
The air compressor or tank should be placed at the left of
your table and hung in its clamp against the wall. This position
gives a good vantage point, making it easy to note the pressure
by a quick glance at the "gauge" on the tank. A convenient
hook should be provided near at hand, on which to hang the brush
when not in actual use ; this should be on your left, and as near as
possible, to be witliin easy reach.
To produce fancy panels quickly, to be used as masks, and
where the foxu* corners are to be alike, take a piece of light Manila
paper or lead foil, fold it twice, bring all four corners together,
sketch in the design, and cut away the outer edge of the super-
fluous paper or foil; unfold, and a complete mask is the result.
The same method can be applied to all borders and ornaments
that "repeat" on corners, or where "sides" are to be uniform,
fold but once, and sketch in one-half of design before "cutting
One of the most recently patented Card Writer's Pens is
called the PAYZANT (free-hand) PEN, with an ink reservoir
attached, made in various sizes.
It is particularly adapted for free-hand stroke lettering, and
for outlining large letters, that may be filled in with a brush. It
is very easy to acquire the use of these pens, as the point is so
constructed as to produce the same gauge of line, no matter in
what direction the pen is moved.
The reservoir holds enough ink to letter from one to two
For ruling borders, they have a capacity of from twenty-five
to thirty feet. This pen was invented by S. Wallace Hess, noted
Chicago card writer.
The pen is so constructed that it will last a life-time.
40 SHOW CARD WRITING
Fill the pen by a qnill or dropper, in the same manner that a
rnline^ pen is tilled; never dip it into the ink. After tilling, adjust
the nibs to the proper feeding distance, and test on scrap paper.
If pen becomes clogged while in nse, open the nibs slightly
and insert piece of paper.
After nsing, remove set screw, open reservoir, and, clean
Obtain this yion from puljlishers of this l)ook, Chicago, 111.
THE AUTO MARKING PEN
The Auto ^larking Pen with the Fountain ^Vttachnient is the
most rapid implement for lettering made. One filling of the Foun-
tain is sufficient for several homes' work with the ordinary sized
Get them from publishers of this l)ook, Chicago, 111.
Soennecken's Parcels Pen
Is A'ery similai' to the marking pen, except that it has four
additional blades "atop" of the "lettering blade," and they act
as an ink reservoir. Fill Avith a "dropper."
Also obtainable from the publishers of this l)Ook.
Keeping the Air Brush Clean
If the brush "throws" an irregular spray, it is dirty, and this
is caused by one of three things — either the color needs straining,
or color has dried in the color passage, or the adjustment is not
right. Any one of these would cause "spitting." Correct the
fault, and if "tip" is not split, the trouble is easily overcome. If
tip is split, get a ncAv one.
If brush is double action, never let the trigger snap forward
into the tip ; it will surely split it.
Keep the brush clean; strain the color or ink used. Never
take a brush apart unless absolutely necessary. If anything
should get into the tip, use the reamer carefully; don't force it
out. Placing the finger over end of brush and blowing tank air
l)ack through the color tube will nearly always remove the
A strong solution of fSal Soda, used hot, is very fine for clean-
ing out accinnulated color out of a brush; use i^lenty of clean
SHOW CARD PHRASES 41
Card Writer's Idea "Hatchery"
The card writer must of necessity be constantly on the alert
for new ideas and idea material.
Glancing over Newspapers, Magazines and Periodicals,
**spot" and "clip" every drawing, design, etc., that appeals to
you as being artistic. File it away so that it can be reached easily
Also do this with every good illustration or reproduction of
card writing or sign painting that you fancy; then, when called
upon to deliver "something different," you will have an abun-
dance of reference to rely upon.
Make a note and rough layout of every good card that you
will notice in your ramifies; file these also. This will keep you
posted as to what is "doing" in your local field, and make it pos-
sible for you to "create" decided novelties.
There is nothing new in design under the sun — merely modi-
fications of Period Styles of the long ago. Abbreviations and
individual expressions of standard styles have given us the "New
Ai't" of the present time.
Originality is merely another term and name for Versatility
on the part of the individual. The so-called and self-styled artist,
wdio passes contemporary art by with closed eyes, is at best a
narrow-minded egotist, and unless he be a genius (which can
hardly seem possible), his work will be rather mediocre.
Don't be afraid to emulate and copy your fellow-craftsmen;
it will broaden and. add much to your al)ility as a show card
writer. Your individuality will be EVER PRESENT in your
work, no matter who or what you emulate.
Keep at least a dozen ordinary letter files for your "clip-
pings." Label them under different classifications, such as Alpha-
bets, Card Reproductions, Heads, Ornaments, Female Figures,
Male Figures, Child's Heads, Children, Birds, Dogs, Horses,
Marine Scenes, Winter Landscapes — Serious, Winter Landscapes
• — Poster Style, Flowers, etc. These files Avill act as your "Idea
Hatchery." You should begin to install it at once.
SHOW CARD PHRASES
A diamond — the gift of gifts for a woman.
For Xmas— A GLOVE CERTIFICATE solves gift giving.
Cravats, daintily lioxed for gift giving, gratis, $1.00.
The sweetness of low price never equals the bitterness of poor
The memory of quality lasts long after the price is forgotten.
42 SHOW CARD WRITING
Don 't waste your money ; appreciate its full value by buying
The wind of fashion has blown these straws into favor.
A saving worth making.
Short i^rices — Long values.
Pretty Patterns at Petty Prices.
Millinery that is a treat for the eyes.
Distinctive styles at distinctive savings.
Smart Followers of Fashion endorse these styles.
Practical Silks for economical women.
Small prices that bear a heavy burden of quality.
June, the wedding month, finds us bm^dened. with just the
Things to wear, for men who care.
Faultless in Fabric, Finish and Fit.
Hang up a hammock — the season's in full swing.
Wash Suits that the Tub can't dismay.
Just a little different — just a shade the best.
Here is cool gray comfort combined with style.
What you buy — we stand by.
On many stocks we've put a price that's sure to move them.
Spring is the Mohair season — Blue is the Mohair color — This
is the Mohair opportimity.
We are earliest with the latest things.
Moving pictures — low prices are moving them.
For judges of Value — a glance will suffice.
These prices keep people coming in and goods going out.
Fashionable, but not too fancy.
It's lace curtaui time for wise housekeepers.
Here are veils — avail yourself.
Pure foods economically priced.
Satisfaction goes where these go.
These will make the most exacting happy.
The price is as low as true merit will allow.
These are the fabrics for which fashion is making such urgent
Quality gained and money saved.
Good to look at, and better to wear.
We feature fashion's fairest fancies here.
The quality is as sulistantial as the saving.
Little things most necessary to the household.
Now is the time — Here is the place — This is the price.
You can safely buy them with your eyes closed at this price.
As fashionable as they are seasonable — As serviceable as they
SHOW CARD PHRASES 43
Pretty pieces at persuasive prices.
Sample trunks that waut to go traveling.
Comfortable bedding for these chilly nights.
The latest hatchings from fashion's incubator.
Heavy walking gloves that are under marching orders.
Throw them in the tub and wash them to yoiu- heart's content
—you can't wash out the fact that this price is only half their
Turkish bath toAvels that are thick and thii'sty.
Whatever is needed for coolness and appearance is here in
Ever.y seam, every plait, every hem, shows perfection of
Soaring quality — Falling prices.
Rain rattles off these rain wraps.
Fashion's favored fancies in furs.
Here's a chance to save by spending.
It will be our fault if you don't return.
Doings beat promising.
Come again and gain again.
Bargains — not remnants.
A trumpet call for bargain-seekers.
A harvest of furniture fancies.
After these are gone, no more— It's just changing money.
Worthy silks — Worthy savings.
Prices reduced to the laughing point.
Prices of powerful popularity.
Good news of good goods.
A dull knife tries the temper— Here's the finest American
Cut to insure comfort without asking your vanity to pay the
Get a notion of the hunmiing notion sale— It's near the end.
They look fine and well made — And Avill prove so in the Avear.
Sucii a splash!— When these $2.10 Bathing Suits go to sea.
Just an instance of what our china section is doing.
Hammocks Fall— These have dropped from $6 to $4.
If your pocket-book is your guide, walk in.
Things you waut at prices you'll like.
The price gives no hint of their real value.
A happy blend of comfort and style.
These prices rarely buy such qualities.
As good as any — better than most.
We have shaved the price on good razors.
Comfortable but not clumsy.
44 SHOW CARD WRITING
Window sj)ace only a small display — Inside we show the full
A profitable loss — Turning these into money.
Prices that tell the tale — Qualities that make the sale.
Summer cottons for Winter Tourists.
The Tailoring and Fabrics are better than the price suggests.
The more you like comfort, the more you will like these.
A harvest festival of good things to cat.
Stii'ring economies for good housewives.
We give lessons in right buying.
We do everything to sell our goods but misrepresent them.
We originate — Others imitate.
We are out-talked often — outdone never.
We've been looking for you — Now listen.
The key to wealth is right buying.
The early buyer gets the choice.
Quality costs, but it's the surest guarantee.
Our clerks are here to assist — not to insist.
Our patrons wear smiles.
Made on honor — sold on merit.
It takes nerve to sell at these prices.
It takes sense to make dollars.
We give lessons in right buying by examples in low selling.
Don't worry about the fit — we attend to that.
Don't let cigars get the best of you — Get the best of cigars.
If you don't decide today, we can be found here tomorrow.
Leave your thirst at this fountain — 5c.
Now you get the pick — Later you get the remnants.
Quality the true test of cheapness.
Take your choice from this choice lot.
Talking about Strikes — How does this strike you?
To have been first proves antiquity — To have liecome first
We can make it warm for you if you need Idankets.
We have Trimks that will laugh at any baggageman.
We don't follow the leaders — We lead the followers.
We're so far ahead that we're lonesome.
WE SELL SHOES— NOT OUR CUSTO:\IERS— NEW
SHOES SOLD— OLD SHOES RE-SOLED.
SHOES as you like them for less than you usually pay.
SHOES that are on TIP-TOE to get out of the store.
It's time to step into Spring Shoes.
A shoe with everv mark of correct stvle.
SHOW CAED PHRASES 45
It's Oxford Time. Let our Slioeiiian take care of your feet.
No trouljle to show shoes — No shoes to show trouble.
A Paradise of rest for Weary feet.
The man of taste never allows his taste to fall short of his
That Boy will tind his match in our School Shoes.
The kick of the boy and the skip of the girl are provided for
in our School Shoes.
Our Storm Slippers Reign Supreme Wherever It Rains.
Springy Shoes for Spring and Summer.
Common Sense Heels, Extension Soles and Goodyear Welt.
Calf Lined soled to the heel.
Be sure of your footing, then go ahead.
A SHOE "That Fits the Foot and Feasts the Eye."
An Easy Shoe with an Easy Price.
It's no feat for us to tit feet.
If the Tongues in these Shoes could speak, they'd say,
Not only good Shoes for perfect Feet, but Perfect Shoes for
Low Shoes at Low Prices.
For your feet's sake, lend us your ears.
Fit Well, Feel Well, Look Well, Well Worth the Price, Well
Easy Shoes for tender feet— Ease and Comfort Combined —
Comfort for the Feet, Easy for the Purse— $2.00.
Men's Clothing and Furnishings
Collars that fit the Season, the Shirt, the Fashion and the
They can "tie" our Cravats, but can't beat them at this price.
Socks ^^■ith Clocks right up to the minute.
Worn particularly by Particular Men.
In Vests We have just the Vests You'll invest in.
Are you troubled with "Holey" Socks'? These are ^^Hiolly
Our Store is the Capitol of "Scarfdom."
The man in search of a touch of Newness will find it in this
An Ounce of Good Underwear is worth a Pound of :\Iedicine.
An Underselling Sale of Summer Underwear.
Fine Furnishings for Fastidious Fellows.
Medium and Heavy Weights— Soft, Fleecy Garments.
Sightly! Worn Nightly, Made Sightly, Priced Slightly.
46 SHOW CARD WRITING
Favorite Dress Materials for Summer End-of-Season Prices.
Tlie Miss who wants wliite will be well pleased with our
For the Girl who wants to he Prettier. Here are Suits to take
you "Out of the Crowd."
Stylish Ship Shape Sailor Suits.
AVomeu's New Autumn Suits to put right on and l)e com-
Waists that have the secret of good simplicity and good taste.
Tailorish Silk Shirt- Waist Suits.
A Whirlwind of Bargains in Dress Goods this Aveek.
Exquisitely Tailored Suits.
No lady's wardrobe complete witliout these Dainty Rustling
Noisy Silks at Quiet Prices.
There is Superior Grace and Character in all of our Tailor-
Here's a "Straw" without a Flaw.
Stylisli Straws — Sensil)le Sha])es — Smart Styles.
Soft Hat Comfort for Hard-Ileaded Men, who appreciate
Style, Quality and Good Values.
Here is the Hat you had in mind.
No Headaches in these Hats.
Crown Yourself with the Season's Latest "Lid."
A Bewildering Assortment of "Crowns" for His Majesty
"The American Citizen."
'old hon, 'ere his your 'at. Hat the Right Price.
Suit your Boy, Yourself, Your Pocket Book with Norfolk
Clothes to Please the Lads — Prices to Please the DADS.
Clothing is Cheaper for a healthy boy than Doctor's Bills
for a Sick One.
He'll Never play "Hooky" if you dress him like a Gentleman.
Nothing too Good for YOUR BOY.
Mannish Modes for Little Men.
Pay $13.98 for one of these Suits and congratulate Yourself.
SHOW CARD PHRASES 47
Next to your ability conies your appearance — These Suits
Make you Loolv Smart.
"Costly thy Raiment as Thy Purse will Permit" note the
Our "Duds" are as Good as they Look.
Zero weather is coming! Get into a Heavy Overcoat at a
Comfort for Hot Weather — Prices just as light as the Goods.
Good Clothes are Tools of Advancement.
Help out the Old Coat and Vest with a New Pair of Trousers.
High and Low Trousers — High in Quality, Low in Price.
Real "Eye Arresters" — These Nol)by Suits at attention com-
Odds and Ends
Everlasting scents for 50 cents.
Long Life Hair Brushes.
SOAPS OP SENSE AND SCENTS FOR SEVEN CENTS.
A CUT IN SHEETS.
NOT HARDWARE BUT UNDERWEAR THAT WILL
STAND HARD WEAR.
"A WORD TO THE WIVES IS SUFFICIENT"— These
Willow Plumes will move rapidly at this Price.
"Tub Ties" that will take the Tub Test.
Form Tracing Spring Raiment $15. to $40.
The foregoing have been added to this work to aid you in
m.aking up "copy" when called upon to do so by your customer
who at times will be at loss to know off hand just what he wants
in the way of inscription. The phrases are mostly "Jingles"
and are fairly representative as they are mostly "pick ups,"- — and
the number is sufficiently large so that you can cover most any
Be on the lookoiit at all times for catchy phrases, good catch
lines, display heads, etc.
- t— *
■ T— I
No. 1— Is a Avhite card, red display letter, Ijlack subordiuate
letter, embossed "cut out" tloral.
No. 2— Wall paper "cut out" floral— on white card,
panel effect pale green air brush— lettering in
red. Air brush gray shadow.
No. 3— Main Card white— panel, wall paper mount,
imitation leather. Blue letter, white outline
and ornament. Black letter on main card.
No, 4— White card — white letter, purple shadow and blended
ground air brush. Rendered "cut out" floral.
No. 5 — Wall paper mount — white letter, air brush shade iu
pale green, black outline.
No. 6— White Card— panel ''cut out" created— iu imita-
tioB bronze color — accented in gold bronze. "Red
Caps" black letter on display, remainder of lettering
No. 7 — White Card — fashion figure "cut out." Red
panel — white letter — modeled on shade
side — air brush gray.
No. 8 — White (Jarcl— red letter, Easter Lilies in white "air
Ijrushed" in pale green, circle in pale 3'ellow
tint. Matt line — pale yellow.
No. 9 — AVhite Card — wreath is a bronze "cut out'
brushed pink blend from base of wreath, — all
No. 10 — Russet Ingrain panel mounts on
white, Price in red, "Suits" red, orna-
ment red, white ornament on suit
panel, letter ou triangle in white.
No. 11— \Yliite Card— pauel iiicdiuiu purple, oruameut in lavender
No. 12 — White Card — black lettering, gvay ornament.
No. 13— Mediiuii ( iray Card — white matt Hue, air brushed
shadow, value upon "line" and lettering —
No. 14 — White (Jard — panel aii' brushed outline, in blue.
No. 15 — Dark Green Card — old gold ornament,
or bronze, letter ]3ale bnff tint, red
ontline and accent.
No, 16 — Dark Green Card — red letter, pale buff
outline on "Furs," gold bronze lining
top and bottom.
No. 17 — White Card — white panel —
pink and pale green A'alues air
brnshed, violets rendered l)y hand —
all black letter.
No, 18 — White Card air l)riished in
Sepia tone white panel — black
No. 19 — White Card — air brushed pic-
torial in lihie, grays — warm green.
Lettering in Ijhick.
No. 20— Olive Green ]\[att Board— hand painted
floral, white lettering and ornament,
gold bronze, matt line.
out oiKumg. —Chicks are mounted toy Chicks.
No. 24 — White Card — cut out open, lattice at upper left
hand corner — artificial flower entwined in lattice —
Russet panel, mounted, and ornamented in white, gray
tint back panel — black letter.
No. 25 — "White Card — panel suggested
with air hrush blend of pale green —
pink ornament, red display lettering
— black snb. letter.
No. 26 — White Card — black letter, gray ornament.
No. 27 — White Card — air brushed white panel in gray — on air brushed pale
green, hand painted floral.
No. 28 — Eiiiboissc'd "cut out" on browu card,
No. 29 — l^i'dwu Card — white border — "cut
out" wall paper fruit.
No. 30 — AVhite Card — white panel air l)ruslied in
pale green and gray — floral hand painted.
No. 31 — Mottled Russet Wall Paper
mouut — white ornament.
No. 32 — White Card — Avreatli pale green,
ornameut in flesh tint — accented — ■
with deeper terra eotta tint — ^pale yel-
low tint — purple and red.
No. 33 — Hand paiuted — in color combination of your own
No. 34 — Moonlio'ht marine in two values of bine
and green — air l)rnshed — on white card
— pale green ornament.
No. 35 — Air brushed pale green
tint — center of triangular
panel, Sepia or "Ashes of
Roses" hand painted floral.
No. 36— White Card— white oval-
blended ground of pale green
and d^dl purple tint hand
No. 37 — Decorative design — New
panel, iu purple and old gold,
No. 38 — White ground — blue air brush value forniiug oval — oval
white — fashion figure "cut out." Ornament — in
two tints of pale blue.
No. 29— Air brush design— white card— white panel, pink
air brush tint surrounding panel.
No. 40 — ^Medium ( ira>- Card — L'ietorial "Se-
pia Print" — "air brush" background
using leaves for ' ' maslvs. ' ' Sienna orna-
ment, gold accents.
No. 41 — Air bruslicd iu pale green and gray,
No. 43— Serious ''cut out" modeled in grays entirely
No. 44— Little design over "iiiasi-:
No. 45— Little design sprayed in o]K'ning of pattern
after mask was ent — showing how l)oth "mask"
and "wasted" opening of paper can be utilized
in creating two designs.
No. 46 — Showino- what may be accomplished Avithout a mask — this letter was
"laved out" accm-ately — and straight loose "slip masks" four in number,
each "composite value" rendered by blocking it or fencing in and the method
repeated until the entire letter was completed.
No. 53— Yellow nioiuit ou white card lettered iu bine— aii-
brush shadow in gray.
No. 54 — Imitation Burlap mount on white card, white
letter and border stripe, air brush shade
on the price.
No. 55— Blue "oat meal" wall paper mount on white— white
No. 57 — Yellow Onyx AVall Pai)(>v mount,
bevel border air brushed in pale green.
No. 58— Red "oat
meal"— white letter, white
No. 61— "Oak" Wall Paper mount — on white, white letter
No. 64— White Card— air bruslied iu purple.
No. 67 — White — air l)rushed in purple.
No. 68— Ornate design — in neutral grays — all air brush.
No. 69 — Air brush panel in grays ou wliite.
No. 70 — Warm dark olive — ground — floral, cm-
bossed wall paper "cut out," also top edge
cut out forming silhouette, — very fine —
accent and matt line in gold bronze.
No. 71— Dark Gray Card— "cut out head,'
white gloss card mounted from
or on back.
No. 72— Ditto as per No. 70.
No. 73— Ditto as per 71 aud 72— thin green
"oat meal" wall paper mounted on back
hand painted flowers in pink values.
No. 74— Mcdiiini gray "cut out," mottled buff wall
paper, "back niouut," $2. Red, with black
outline and accent. Any Hat, in white, red
No. 75— Dull Tan Mottled Card
— panel "cut out" and white
back mount, floral in ]jurples,
hand painted, Avhite, letter on
main card, black ornament,
l)lack letter on the white panel
top edge "silhouette cut."
No. 76 — Medium green "cut out." white panel mounted
from back, blacl^; letter, hand painted floral.
No. 77— Dark green card, celluloid "l)acked'" cirele panel, "cut out
"fashion figure" white letter, black ornament.
No. 78 — Dark ^reen card, "cut out" panels white
niouuted on back — black poster effect on main
card — $15, Red — rest of lettering black, hand
painted floral in pink values.
No. 79 — Medium brown card, "Cellu-
loid panel" "cut out" fashion
figure, white ornament.
No. 80 — Eml)ossed Litho "cut
out," on Avhite card.
No. 81 — "Cut out" heavy einl)ossed fruit, mounted on brown card-
Nos. 82, 83 and 84 — Are imported emljossed designs— on
white, can be air brushed agreeably in pale colors.
No. 83— See Xo. 82.
No. 84— See No. 82.
No. 85 — Special Cellu-
loid "projectors" for
side of show window.
No. 86 — Lettering on
the celluloid in
No. 87— Full Card— Easter design— air brushed in pale green and purple.
No. 88 — Fruit entirely air brushed
green and purple on white card.
No. 89 — Wliitf Card — Lilies, air brushed in ])ale .screen, New Art vase in terra
cotta, letter in red, air brush shade in gray, red line.
No. 90 — Combination hand and air In'ush decoration, figure in black, — white
panel, blend of pale o-reen from l)ottom, pale g-reen border on panel also for
ornament, — fill openings in ornament, pale pnrple, blend of background
from deep to lemon yellow, — tabourette in black.
No. 91 — Marble effect air brushed in Sepia tones, Floral festoon, embossed "cut
out," ^Yhite ornament and border, air brush Sepia
shadow on the festoon.
No. 92. — AVhitc, aii* brushed in Sepia.
/ \ / \
No. 93— Embossed "Floral Cut" and lattice, Grape Vine air brush in Sepia on
No 94-Air brushed "rustic" letter in greeu tones-Conveiitioiial trees m green,
air brushed in gray— blossoms m pmk.
No. 95— Air Brush Pauel ou white, iii pale green.
No. 96 — Eml3ossecl Pictorial mounted,- — air brush design in Sepia tones.
No. 97 — Ail- Brushed Vase in .2,Tay aud pale green-
flowers ou \\iiite ground.
No. 98— Lilliputian Stage Setting— air brush the drapery in purple, cut out the
opeuiug, and separate the "Back" or panel card with ordinary bottle corks —
which will give an effect of depth to the creation. Use regular Ijall fringe
on the drapery.
2' > Ph
J qzl O
^ — TO
No 100— Frame is of 8-plv white hoard, "cut out" wall paper floral mounted trom
■ iiack— to top of framV. IVIain card is heiit in flat semi-circle or concave to back
of "frame." Frame is air hrush blend in purple and green— pale tints— wliite
ornament on frame, letter on frame in oold bronze. Main card is blend ot red
to lemon yellow— letter in gold In'onze, shade letter m white.
No 101— Eo-o- shaped silhouettL— c-ut out and air Innished m piirple — opeinng iii
' center ref't clear —head is Litho "cut out" floral decoration in pur])le values,
hand painted. This creation is to be suspended on invisilile fine wires and in-
tended to form the central or "feature" of an Easter Millmery A^ mdow.
No. 102 — Mottled Russet Wall Paper
mounted on white, curled naturally
at upper left hand corner, — blend the
"turn" in pink and green — ornament
No. 103 — Comer piece — cut out — air brushed — hand painted
No. 104 — Side ami piece, air brushed-
liand paiuted "posies."
No. 105 — White letter on gray.
No. 106 — White ou dark green, air bruslied in light green.
No. 107 — Brown matt, white letter.
No. 110 — Cut out lu'ads ou dark green-
No. Ill — Air brush price ticket.
No. 112— xVir brush price ticket. No. 113 — Various forms and sliapes of price
No. 114 — Larger sizes of price ticlvets.
No. 115 — Aud some more price cards.
No. 116 — Artistic ])lioto mounts for
No. 117 — More photo mounts.
No. 118— "Stock" air lirusli tickets. (Merchant'^
Supply House, 59 E. Van Buren St
No. 119 — "Stock" air brush tickets. (Merchants Supply House, 59 E. Vau Bureu
St., Chicago, III)
No. 120— Iiiiitatiou Wood Papers. (25 in. x 34 in. only, Henrv Bosch Co.,
No. 121 — Onyx Marble Papers. (25 in. x 34 in. only, Hem\y Bosch Co., Chicago,
Air Brush (general description of) 38-40
How to keep clean 40
Alphabets — Descriptions of 19-23
Antique Roman 20-22
Bradley Text 21
Card /. 19-20
Finished Styles 22-23
Heavy Script 22
Italic Script 22
Lower Case Lettering 20-21
Modern Full Block 21
Modern Italic 20-21
Old English 22
Tuscan Block 22
Ali:)habets (illustrations of) Figs. 6-43
Antique Light Face Roman Fig. 11
Automatic Pen Script Fig. 38
Automatic Old English Fig. 40
Bradley Text Fig. 39
Card Writers' Plymouth Fig. 22
Classic Stroke Fig. 33
Detroit Stroke Fig. 30
Engrossing — Single Stroke Fig. 15
Engrossing Text Fig. 16
Egyptian — Upper Case Fig. 27
Heavy Face Egyptian Fig. 13
Heavy Foster Block Fig. 35
Heavy Sign Script Fig. 34
Italic Script Fig. 12
Light Face Spur Egyptian Fig. 18
Marking Pen Roman Figs. 36-37
Modern Single Stroke Block Fig. 25
Old Classic Roman Fig. 28
Old English Fig. 14
Olson Bradley Fig. 19
Ornamental Creations Fig. 43
Payzant Pen Stroke Figs. 6, 7, 8, 9, 10
Pen Stroke Roman Pig. 41
Plain Egyptian — Lower Case Fig. 29
Plain Pen Stroke Fig. 20
Plain Rapid Single Stroke Bloek Fig. 26
Price Ticket Nnmerals Fig. 42
Rapid Single Stroke Tuscan Fig. 23
Sign Painters' Script Figs. 31-32
Spike Spur Roman Fig. 21
Strong's Italic Fig. 24
Tuscan Full Block Fig. 17
Art of Lettering ! .23-27
Letter Strokes 25
Major Fifth 26-27
Minor Fifth 26-27
Single Stroke 25
Auto-Marking Pen 40
Automatic Brush 31
Blended Grounds 16
Bridge or Arm Rest 5
Bronze Powders 13-14
Brush Practice 2-3
Brushes — Show Card 5-6
Care of 6
Card Board 10
Card Creations — Numljers 1 to 121
Card Synonyms of the IMonth 36-38
April .' 37
Card Writers' Idea "Hatchery" 41
Colors — Dry 8
Water — Adhesive for 8-9
Color Combinations 27
Cold Color 27
Strong Contrasts 27
Tri-color Neutral 27
Water Color 27
Color Schemes 32-33
Special for Fancy Cards 33
Correcting Errors 18
On Tinted Cards 18
On Wliite Cards 18
Diamond Dust 15
Elementary Color Mixing 28
Instructions for 28-30
Fancy Initials or Capitals 34-35
Flitters, or Metallies 14
Flowers — Artificial H
Flowers — Cutout 15
Fountain Air Brush 11-12
Paper Masks for 12
Stencils for. . 12
La^ying Out luscriptious 17-18
Matt Board 10-11
Ornament, Borders and Scrolls 17
Overpowering Designs 17
Payzant Pens 39-10
Pen Work 6-7
Strokes of 7
Phrases for Show Cards 41-47
Boys' Clothing 46
Cutting Prices 43
Gift Giving 41
Ladies' Wear 46
Men's Clothing and Furnishings 45, 46, 47
Men's Hats . /. 46
Odds and Ends 47
Prices and Styles 41-42
Quality of Goods 42-43
Shoes " 44-45
When to Buy 44
Plain Cards " 31-32
Plastics for Air Pencil 13
Position of Work 5
Practice Work 30-32
Lines Without Straight Edge 31
Price Tickets 38
Prices for Cards 35-36
Raised Ornaments 13
Raised Panels 15-16
Removing Pencil Marks, and Dirt 19
Reversing Ornament 34
Corner Pieces and Scroll Panels 3-4
Rococo Scroll 34
Scrolls and Borders 33
Show Cards 33
Show Card Ink 9
White Covering for 9
White Monogram Flake 10
Show Card Writing 1
Colors Suitable for 8
Single Stroke Method 3-5
Soap Lettering on Mirrors 16-17
Soennecken's Parcels Pen 40
Spatter Work 16
Stroke — Boldness of 5
Wall Papers 15-16
Imitation Wood and Marble 15
^11 iiiiiii niii:iiiiiiiiiiiiniiiiiii!iiiiMiiiiiitii!;Hiiiiiiiiiiii[!tiiiii[iiiiiiiiiiiii!iiiiii!iiiiiiiiiiiiiii!iiiiiiiiiiniiiiiiiiiiiiiiiiiitiiiiiii!iiiiiiiiiiiiiiiiiin
BOOKS THAT REALLY TEACH
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UR ILLUSTRATED CATALOGUE, Avhich will
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There are popular priced books on the op-
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Write today for this up-to-date and complete illus-
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FREDERICK J. DRAKE & COMPANY
PUBLISHERS of SELF-EDUCATIONAL BOOKS
1325 South Michigan Boulevard, CHICAGO, U. S. A.
One nf the many pop
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608-a Blue Island Ave.
CHICAGO, ILL., U. S. A.
A REVOLUTION IN WATER
DECORATORS. FRESCO PAINTERS.
SIGN PAINTERS, CARD WRITERS.
SCENIC PAINTERS, PICTORIAL
PAINTERS, DESIGNERS. ARCHI-
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Not to be classed with Cement or Plaster Colors used
for wall tinting and calcimining.
The COAST BRAND are full strength colors and
need no Klue. niucilaRe or other adhesive. The addition
of WATER ONLY is all that is required to make a
fine, smooth, easy flowing color that will not rub np.
A further addition of water reduces it to an ink which
is SUPERIOR to the India Inks.
Eberhard's MASTER Round Stroke Brush
For Showcards, Illustrating: and Designing.
(In oiuch Cedar, polished handle, mund. nickel f.Trulc)
A SPECIALLY FINE RED SABLE
ONE STROKE FLAT BRUSH CARD WRITERS' PURE RED SABLE
For a clean stroke letter
IT HAS NO EQUAL
Illustration shows .actual
widths — made in six sizes
uj) to ^'s of an inch wide.
Also made in Pure Ox
Pure Red Sable Riggers,
with fine square points.
Send 2 cents in stamps for ]*)I2
Catalogue. 36 pages.
Dept. S. C, 298 Pearl Street
OU Fellows who have
tried ' this, that, and the
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here's "the surest thing you know."
^]P The "Perfect Stroke" has no
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I guarantee that every brush will
So don't hesitate — no need to be a
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for Free catalog to
BERT L. DAILV
:t: x: £
o M j: t: M
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1 |HS £
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2£ 2 E Q.
GEO. E. WATSON CO. 1
-The Paint People" 1
62 W. Lake Street :: CHICAGO. ILL. 1
■ •= c g S
1 l-o S S
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o B a 2 J2 J:
Show Card Writers : Sign Writers
Window Trimmers : Decorators
Store Front Publicity Men
Are YOU a Subscriber to
SIGNS OF THE TIMES?
HTHERE are a hundred reasons why you should subscribe. Here are only five of
■*■ them :
1. Because SIGNS OF THE TIMES is publishing every month articles on show card
writing that are educational, inspiring; articles by some of the best men in the business, articles that suggest
new ideas, give new theories, that indicate errors commonly made. Among its contributors are such men
as L. O. Butcher, H. L. Hiett, E. A. Hoppman, Morris Einson and other practitioners known through-
out the country. We would like to have YOU write an article for it, too.
2. Because SIGNS OF THE TIMES has a SERVICE BUREAU that digs up informa-
tion for subscribers free. For instance, a fellow comes across something he is not sure about. He writes
SIGNS OF THE TIMES. If we haven't the information handy, we generally know who has it on
tap. This service is FREE to all subscribers. FREE FROM THE MINUTE YOU SUBSCRIBE.
3. Because SIGNS OF THE TIMES is edited especially for the show card and store
front publicity field. It is boosting the profession and is doing much for its uplift. It is helping to create
a greater demand and clearer understanding of the value of good signs, show cards, window displays and
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